Level Shoes x StudioXAG: Another World Concept

StudioXAG were invited to design a futuristic visual merchandising concept with a focus on immersive, multi-sensory retail experiences. Referring to the trend ‘Future Underground’ as a starting point, we took cues from cultural references such as Blade Runner to develop the concept ‘Another World’.

Commissioned to design a radically different retail experience to connect with Gen-Z, our store takeover invited shoppers to explore a futuristic, multi sensory take on the four elements. We codified the façade and responsive windows as the entry point, spanning all touch points throughout the store and online to create a holistic journey.

We designed a full store takeover encapsulating the three main entrances, facades, windows, corridor spaces and four multi-brand departments. Experimentation was undertaken with contrasting, eye-catching materials, forms & textures to define in-store environments and stop customers in their tracks.

Our intricate graphic identity – a de-codeable digital language of symbols and typeface, adorned many touchpoints throughout the retail spaces.

The windows were awash with our cascading, motion-sensitive, interactive code, tracking and mirroring customers’ movements. The incorporation of kinetic helixes added the finishing touch to our attention-grabbing windows!