The new shop concept for FitFlop reflects the fresh, fun and functional ethos of this growing footwear brand. FitFlop asked for a shop concept that was modern but timeless, interactive, refreshable, easy to merchandise and identifiable via its architecture - for an imminent worldwide rollout. The response is a design that carries the brand’s energy anywhere, is fast and easy to install, and will look as good in LA as it does in Shanghai, whether in a standalone, pop up, or multibrand shop.
Composed mainly of convertible 'pods', the interchangeable kit adapts easily to individual locations while maintaining a distinct FitFlop identity. Acting variously as shelves, hanging displays, mirrors and bins for accessories, the moulded pods can be custom-placed to create perfectly flexible space functionality.
Product diplays can be broken up, allowing for visual merchandising that is uncluttered, logical and shoppable. Layering builds rhythm, activating a sense of discovery and curiosity.
A language of playfulness engages the shopper. Bijoux nail polish bins sit next to giant campaign images, creating an unexpected contrast in scale while quirky bespoke seating invites the shopper to stay and relax. Bold frit patterns integrate FitFlop graphics into the rounded design and anchor freestanding items. Energised by splashes of colour, an otherwise neutral palette works well with merchandise of any season. The modularity of the system offers unlimited scope to grow and adapt, making the concept future-proof.
The first FitFlop shops employing the new concept opened in the Philippines in January 2011.