John Lobb x StudioXAG: An Evolution of Tradition

Looking to the craft industry as inspiration, we created a concept that built a stackable and sculptural scene for the evolving windows and in-store moments for John Lobb this year.

To capture a subtle integration of the brand codes – britishness, urban, playfulness – we created a refined and minimal, yet playful and irreverent takeover.

A A seemingly monotonous British skyline is, on further inspection, detailed with endless intricacies and imperfections that create an infinite number of unique architectural moments. The eccentric shapes form interesting levels across the backdrop of cloudy British skies.

Drawing from this scene, we created a set of abstract chimney pots stacks that reference the skyline through playful, colourful and abstract forms.

These modular forms can be reconfigured throughout the year to stage John Lobb’s variety of footwear collections. As well as this visual flexibility, the modularity of the plastic-free installation also allowed us to reduce the carbon footprint of this project, as it allows us to eradicate the need to create separate campaigns for the year and instead can be delivered in one batch to each site.