The fourth United Nude flagship store has opened its doors in London’s Covent Garden, offering shoe and store design by Dutch architect Rem D. Koolhaas
Not to be confused with his Uncle (of Prada store NYC fame) who goes by the same name and profession, the younger Koolhaas co-founded the label with British shoemaker Galahad Clark (of Clarks) in 2003. The London store follows flagship openings in Amsterdam, Shanghai and New York
The architectural influence is clear to see in the design of the shoes themselves – most are like works of art, striking in their construction and incorporating carbon fibre materials and geometric shapes. The store provides a similarly architectural back drop – entirely dark space lit only where product is displayed. The focus of the store is the curved LED ‘light wall’, synonymous with all United Nude stores, which changes colour to create a dramatic effect
Take-away: For many people, purchasing a pair of shoes is a special occasion – something to get excited about and celebrate. This store creates a sense of theatre that supports this occasion feel. The ambient/ minimalistic space and lighting slow the customer down, drawing them to each individual shoe and inviting them to study it and appreciate it, like a piece of art in a gallery. The staff are enthusiastic about the shoes – it’s not just a case of requesting another size but starting a conversation
It may seem odd to try and sell product in a very dark space but the selective use of lighting not only makes the shoes pop-out, but also simulates a nightclub environment. Effectively, the store puts the customer in the scenario where they will be likely to use the product. This contextualisation has potential to be a very powerful selling tool for retailers