Defying conventions

Amongst all the high-street turmoil, Sevenstore stands out for redefining what it means to be a retailer for the elusive street-savvy customer. Owned by JD sports and launched initially as an ecommerce brand, Sevenstore was an immediate hit, quickly gathering over 2m users. This prompted the decision to turn the successful digital experience into a physical brand space.

Working closely with Sevenstore, Start created a hybrid retail and event experience. At the heart of this is Sevenstore’s belief that ‘fashion is much more than clothes, shoes and accessories, and retail is much more than windows, rails and tills.’ Minimalist and future-tech, the design deliberately blurs the boundaries between commerce and creativity.