Foot Asylum

Bringing Genius Madness to the High Street

Footasylum, the original maverick High Street fashion store, approached Start Design to redesign their store brand and retail portfolio, starting with their flagship store in Westfield, Stratford. The brief was simple, to design an experience that encapsulates the brand’s DNA of ‘Genius Madness’, and leverages the wealth of online Footasylum content created by their huge fan base.

Start Design’s solution to ‘Genius Madness’ defined a new experience, blending science and art, and utilising fan content delivered at a hyperlocal level. At the heart of the experience is the new ‘Best in Class’ sneaker showcase as voted on by local customers.

The new concept outperformed targets by 183% to become the #1 trading store, and 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.