Jeans brand Wrangler has opened its first standalone store in Germany with a new design that it plans to roll out across Europe.
Designed by consultancy Checkland Kindleysides, the single-floor, 1,453 sq ft store is in Leipzig, and as well as seeking to capitalise on the brand’s heritage, a key feature display is the ‘denim drawing table’ – a focal point intended to showcase the latest key outfits, fits and finishes.
The perimeter is simple and functional, using a ladder system that feels akin to a storage depot. At the back of the store there is a denim wall, replete with deliberately aged signage, while women’s denim is displayed on fit forms and as outfit collections in adjacent bays.
In keeping with the brand’s Western roots, Navajo-style patterns spray stencilled to the raw concrete floor are designed to develop a faded appearance as they age.
It is also worth noting the fitting rooms – unisex and featuring heavy cotton over-dyed American flags to form simple curtains for each of the timber clad-cubicles.
In total, this is something of a canter through all that makes a branded denim shop, but it is done well and is sufficiently distinctive to give Wrangler a personality in a crowded marketplace.
Checkland Kindleysides has form in creating denim environments, having been responsible for the Levi’s flagship on Regent Street in its current form. Unlike that store, however, this one is on a scale where it is capable of replication in other locations, always a tricky feat to pull off.
Leipzig is a university city and the look and feel of this mid-market brand should appeal to those in search of a slice of Americana on a limited budget.
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