Project: Crep Protect Retail Store.
Client: Crep Protect.
Location: Dubai, UAE.
Author: External Reference, Carmelo Zappulla.
Team: Sebastian Amorelli, Stefano Fontolan, Iustinian Nanu.
The so-called ‘sneaker movement’ combines technology, fashion, sports, urban culture and design, and the store aims to reflect all of these aspects. Now a central and widespread element of urban life, sneakers have shaped, among other things, hip-hop culture and urban sports, like skateboarding. The CREP Protect brand has revolutionised the sneaker care industry. Their London shop will feature two areas: the first one is an urban-culture inspired trainers store, called ‘presented by’, and the second one is a high-tech ‘Crep Protect‘ trainers care area.
The first is the ‘ultimate London sneaker store’, offering limited edition, rare and some of the most exclusive collectables in the world. In this area, three hallmarks of the British urban landscape/culture fit together: skate-parks, which have inspired the floor design, bricks, a common feature of buildings in Britain, which, assembled diagonally to cover the shop’s walls, make up its wavy surfaces, and neon signs, which are evoked in the installation hanging from the ceiling. Overall, the project consists of a soft grey platform which sustains a wooden brick wall, where the shoes are displayed.
Working with CREP Protect, we have outlined the brand’s customer persona and materialized the urban culture through the adoption of 3D-Mapping Technologies, recycled components and the sneaker care pipeline.
In the second area customers find a range of services connected to professional sneaker care, packaging and customisation. The area consists of:
The ‘thrones’: a seating area of wooden cubes, with three lifted seats where customers sit to get the full Crep Protect treatment.
The counter: on its left part, shoes are customised by the shop personnel, on the right feature a sneakers’ laundry, where customers drop shoes for cleaning and collect them afterwards from glazing lockers, and a conveyor belt.
The ‘3d mapping kick’: this is a three-dimensional 2,6 m wide Air Max shoe in which the most popular Nike models in the history of the brand are projected using a spectacular animation.