We have worked with Schuh on their footwear stores for many years, so when they told us they had plans to expand into selling kids shoes in separate stores, stocking carefully selected mini versions of the most popular adult styles, we were very excited to work with them on the concept. We worked with retail design agency Briggs Hillier on the design of the Schuh Kids concept, which has been designed to emulate the traditional Schuh format, while still being appealing to younger customers.
The first Schuh Kids store opened in Braehead at the beginning of October 2012, swiftly followed by one in Lakeside shopping centre and this one at Liverpool One.
All of the furniture is made in tactile materials and is the correct size and proportion for the ‘mini’ shoppers. In addition, the display equipment has been designed to accomodate multiple styles, brands and size ranges, with bespoke hand drawn chalkboard and jotter doodle graphics being used throughout to set the tone. Interactive technology solutions have also been introduced for customer service applications, as well as a means of entertainment for children while in store. WSG supplied the complete interior package, including the customised display system, upholstery and seating, graphics, textured wall cladding and payment counter.
The Schuh Kids stores won a Gold award by POPAI awards for 2013. Our work with Briggs Hillier was endorsed fully by the Head Judge who referred to the Schuh Kids stores as “A very well considered and high quality interior concept that features design touches which are both practical and beautiful. Instantly recognisable as Schuh and with a strong kids element, the simple use of materials and textures add elegance whilst subtly dividing areas of the store.”
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