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3 Wise Men launch “completely unique” flagship store

Retailers redesigning stores to satisfy booming menswear market.

NZ’s 3 Wise Men launch “completely unique” flagship store.

Men are driving a new fashion retailing boom, with the global market for menswear expected to exceed US$402 billion in 2014.1 They’re changing the way they shop and dress, experimenting with their wardrobes and becoming more adventurous with colour and pattern.

In response, retailers are rethinking their store designs and visual merchandising to keep up with male customers’ increasingly sophisticated expectations.

Selfridges, regularly voted the best department store in the world, recently launched their sleek new menswear designer space featuring an installation by Lanvin - part of an ongoing multi-million pound “Menswear Masterplan” redevelopment strategy.

Over in New York’s Meatpacking District, Christian Louboutin have opened their first men’s store. Highlights include the diamond-panel leather walls, salvaged industrial furniture, and a tattoo parlour where customers’ tattoos are copied and embroidered onto their shoes.

In New Zealand, men’s shirt and accessories brand 3 Wise Men have tripled the size of their Newmarket flagship store, with an engagingly innovative redesign by Space Studio.

3 Wise Men Managing Director, Richard Miles, says the flagship redesign followed on from new store launches in Sydney, Wellington and Christchurch. “The brief was simple: to evolve the retail expression of our brand. Our customers buy our products because they’re well crafted and impeccably detailed. They buy into our brand because it’s irreverent and fun.”

Designer Dave Sweatman captured this quirky character with natural, masculine materials including plywood, cork, glass and concrete. Bright pops of colour feature in the proudly displayed sock selection, and fridges are filled with a range of complimentary drinks.

“The main focal point of the design is the distinctive racking and display system,” explains Sweatman. “It displays products in an offbeat and fully customisable way, and draws in the customer. Ambience, visual branding and materiality are key factors when designing an appealingretail space. This store is an entirely bespoke, completely unique expression that reflects the detail, quality and character of a 3 Wise Men shirt.”

1. Research firm MarketLine Intl. Ltd. London.


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