Multi-Brand, Multi-Experience: Future-Shaping Retail for Sevenstore.
SEVENSTORE is a successful, high-end sneaker, streetwear and contemporary fashion retailer. Its roster of brands mixes ‘newgen’ labels with more recognised designers; a non-traditional and unique edit of menswear that’s a huge hit with its fashion-forward customers.
With 2.4 million visitors to its ecommerce site since its launch in 2018, and an Instagram following that’s already reached 24.5K, SEVENSTORE wanted a stand-out physical platform to serve the needs of this vibrant community and stage its differentiated approach to selling fashion.
Start Design worked with SEVENSTORE to help it take this vital step, creating the brand’s newest store: an innovative, barrier-breaking, hybrid retail and event space that proves brick and mortar retail – if reinvented – is far from dead.
At the heart of the concept is SEVENSTORE’S belief that ‘fashion is much more than clothes, shoes and accessories, and retail is more than windows, rails and tills.’ Minimalist and future-tech, to celebrate the heritage of its warehouse setting in Liverpool’s Baltic Triangle, the design blurs the boundaries between commerce and creativity. Its dual function as both venue and store carefully intertwines a curated programme of content with changing fashion collections.
Community-led, Destination Retail
SEVENSTORE is named after the seven streets on which its illustrious home city of Liverpool is founded. The new store’s location in the Baltic Triangle – Liverpool’s post-industrial heartland and a creative hotbed for the North West – reflects the brand’s commitment to reinvention and regeneration.
Working closely with SEVENSTORE, we defined a retail strategy with a rolling programme of content at its heart. Inspired by Liverpool’s thriving creative culture, it’s designed to help SEVENSTORE build close links with its immediate community. The space can be refreshed every seven weeks to host an entirely new edition of the store. Creative collaborations with local and international musicians, designers and artists, rub shoulders with new collections and events. Each new edition is supported with a social media and content campaign to pull visitors into the store, encouraging them to explore a relatively undiscovered part of Liverpool, not traditionally associated with shopping.
Spread across two floors, the space pairs a retail-focussed ground floor with an expansive basement equipped to host a range of music events, panel discussions and brand activations. Powerful A/V installations, focused around a digital footwear wall, deliver disruptive and distinctive storytelling to amplify brands and differentiate the entire experience in line with the events calendar. Uncluttered and pared-back in style, the design lets the humble origins of the building shine, providing a perfect backdrop for the fashion labels and community-led experiences it plays host to.