Addicted To Retail (ATR) Special Feature: Wrangler Leipzig Store Design Process by Checkland Kindleysides video.
American jeans brand Wrangler’s has brought a little piece of classic western Americana to Germany, with their first standalone store in Leipzig by designers Checkland Kindleysides. The store has an industrial, rough-edged feel, playing up the jeans (popular with western riders and cowboys) and their heritage through factory lamps, a denim ‘drawing table’ and frosted windows. Reclaimed wood and Navajo-style rugs (painted directly onto the concrete floors) give a rustic touch. Of course, the stars and stripes have ample showing, as well – over-black dyed flags serve as curtains in the changing rooms.
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Wrangler’s very first stand-alone store in Germany celebrates the origins of the brand. Wrangler plans to roll out the new design across Europe.
Conceptually we wanted to create a store that felt impulsive and industrious; this was important for a brand like Wrangler that is full of adrenaline. We also wanted to capture the notion that Wrangler jeans are ‘built for strength and tailored for freedom’ and again this comes through in the finished store design.
The choice of materials and the way they are used creates an aesthetic which reflects this attitude; from the inherent strength of the aged steel; to the creation of a skylight and use of glass throughout the store, which provide a feeling of translucency and light and a connection that Wrangler is ‘the original American outdoor denim brand’.
The store design captures the values and origins of the brand in a contemporary setting, with architectural cues providing a backdrop which bring Wrangler’s denim to life, resulting in a store experience that is pared back, raw and effortless to shop
*Images: Checkland Kindleysides