Merrell Pop Up Shop

Merrell is an outdoor clothes and footwear brand, which for 30 years has been making durable clothes and shoes for the outdoor adventurer. We wanted to see if we could expand the audience of Merrell and speak to a more youthful and urban audience. This project was a collaboration between Felix Proctor and Rebecca Matthews, combining our skills of interior and graphic design to create a pop up shop and accompanying promotional materials. We were keen to get across the durability of the Merrell shoes and so decided to create a “test factory” where people could see just how durable the shoes are. We wanted to communicate this idea that these are shoes that are suitable for all occasions and can keep up with your active life. This was accompanied by the social media campaign “#these shoes can”, which featured both in the shop (with an area for you to photograph your shoes for instagram) as well as on a website we created alongside the shop to encourage the “urban adventurer” lifestyle beyond the shop.