British wellington boot brand, Hunter, has unveiled an innovative and engaging new look at its flagship store on London’s Regent Street.
Transforming Hunter from a simple wellington boot company to a full-blown brand, the brand’s creative director, Alasdhair Willis, worked in tandem with bespoke music experts, Music Concierge, and sister company, Kaleidovision to create a truly immersive retail experience that aims to engage customers whilst helping to define the brand.
Bringing together unrivalled expertise in digital in-store content and design, the agencies have jointly conceived, developed and implemented a unique environment to heighten the customer experience, taking advantage of a common control platform.
The focal point of the new 5,000 sq. ft store is a five-metre-high LED videowall running through the three-storey building. This is fully optimised by Kaleidovision using innovative techniques to represent the new vision sought by Hunter, and is matched by complementary aural soundscapes and a bespoke music concept created by Music Concierge.
As specialists in creating bespoke music and sound identities for leading fashion and luxury brands, Hunter asked Music Concierge to design unique music and sound concepts that reinforced the interior design and feel of different retail zones across the store, whilst curating music that was relevant to the different Hunter Original and Hunter Field audiences.
With references to music festival culture interwoven into the main sound of the store, and a contemporary but pastoral playlist design reflecting Hunter Field’s specialised performance wear, the aural experience was complemented by stand-alone headphone channels, and specially-commissioned ambient field recording soundscapes for the changing rooms and lift areas that immerse the listener in both summer and rain weather sequences, a key element in the Hunter experience).
Kaleidovision produced and edited the branded video content as well as special live feed-driven ‘wet weather events’ in the form of video and audio sound effects such as heavy showers and thunderstorms. Live web-based weather moments, provided by the Met Office, punctuate the atmosphere every 30 minutes and focus on eight specially-selected epic locations where the rain is at its heaviest.