Merrell is an outdoor clothes and footwear brand, which for 30 years has been making durable clothes and shoes for the outdoor adventurer. However, more recently Merrell has been working to “freshen the brand up” and make it more “appealing to a broader audience and that’s more youthful”.
This project was a collaboration between myself and Rebecca Matthews a graphic designer. We decided to explore how we could reposition Merrell and help it extend its brand to sit within a more youthful and urban environment, through the creation of a pop up shop for Merrell shoes.
The concept was “urban explorer”, encouraging people to explore the urban environment in the same way as they would the natural environment. To build this concept we combined different materials and textures as well as contrasting bright lights, with low lit areas to create the ambience of a dynamic urban space.
The target audience for this pop up is 18-35 year olds, active, adventurous and living life to the fullest. We were keen to really get across the durability of the Merrell shoes and so decided to create a “test factory” where people could see just how durable the shoes are and communicate this idea that these are shoes that are suitable for all occasions and can keep up with your active life.