LAb48 is the new concept pop-up store from Overland Footwear at 277 Newmarket, with design is inspired by traditional English shoe stores…
When I was living in England, I loved sticking my head in to the traditonal English shoe stores around Bond Street. You were hit by the smell of leather and polish and money before you even saw the shoes.
Now, some of that feeling – of the quality and service anyhow – is conveyed in the idea behind Overland’s new 277 Newmarket pop-up store next door to Overland Footwear and opposite Overland Man, called LAB 48.
"The design is inspired by traditional English shoe stores, with floor to ceiling storage and the attentive, personal service to match. This somewhat retro design is the perfect setting for the vast collection of sports and lifestyle shoes, ranging from your classic Deuce styles to high performance Ebb Sport."
Thomas Cannings, Creative & Brand Manager.
Overland tells me "The strategy is to utilise the extra space secured for a full Overland re-fit in October while experimenting with a pop-up concept that can be easily removed and dropped into a variety of different sites around the country. While the elaborate cabinetry looks anything but mobile, it is designed to dismantle with a minimum of fuss and can be installed in various configurations to suit most small to medium sized sites."
No stranger to trying new things, Shane Anselmi MD and his design team were motivated by great international examples where fit-out becomes key to the customer experience. "We had the opportunity in Newmarket to try something new for Overland that builds on the idea that we are a house of brands. With LAB 48 we can elevate specific product groups and tell a story with them. The Deuce branded Vespa in the window adds personality, and in the same way Overland Man gives guys their own space, so too can LAB 48 for those customers looking for something a bit different."
So come late October, the larger project of re-fitting Overland’s flagship 277 store – along the lines of the big Lambton Quay, Riccarton and Botany Downs stores – will be complete and LAB 48 will move on – the question will be where to next?
WWW.LAB-48.COM
WWW.OVERLANDFOOTWEAR.CO.NZ
Megan Robinson, 20 August 2013
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