Expanding the Merrell Brand experience

HOW CAN WE EXPAND THE MERRELL BRAND TO A YOUNGER AUDIENCE? This project was a collaboration with a graphic designer to see how we could expand the audience of Merrell, an established outdoor brand through an interior space. We wanted to see how we could engage with a more youthful urban audience, by extending the idea of ‘the great outdoors’ to include the urban environment. We wanted to champion young, active people within the urban environment and connect them to this shoe that would have the durability to keep up with their daily lives. Creating a ‘test factory’ we allowed users to put the shoes through their paces, with interactive machines. The interior itself took inspiration from the multi sensory, heavily textured, urban environment to create and engaging space. We wanted to capture the sense of discovery which is why we opted for a space that invited you to move through it, and that didn’t have a traditional till.