Footasylum
Genius madness in the high street
Footasylum, the original maverick High Street fashion store, approached Start Design to redesign their brand and retail format, starting with their flagship store at the popular Westfield shopping mall in London’s east end.
The brief was simple, to design an experience to encapsulate the brand’s DNA of ‘Genius Madness’, and leverage the wealth of online Footasylum content created by their huge and loyal fan base.
The brief was simple, to design an experience to encapsulate the brand’s DNA of ‘Genius Madness’, and leverage the wealth of online Footasylum content created by their huge and loyal fan base.
Start Design’s solution to ‘Genius Madness’ was an entirely new shopping experience, blending science and art, and utilising fan content delivered at a hyperlocal level, exemplified by the ‘Best in Class’ sneaker showcase - as voted on by local customers.
The new concept outperformed targets by over 180% to become the #1 trading store, delivering an additional 270% of new income on a like-for-like basis. As a result, the format has now been rolled out across Footasylum’s entire UK retail estate.
