SEVENSTORE: Multi-brand, multi-experience retail.
SEVENSTORE is a successful, high-end multi-brand sneaker, streetwear and contemporary fashion retailer. Its roster of brands mixes ‘newgen’ labels with more recognised designers; a non-traditional, multi-experience edit of menswear that’s a huge hit with its fashion-forward customers.
With 2.4 million visitors to its multi-brand e-commerce site since launch in 2018, and an Instagram following that’s already reached 30K, SEVENSTORE wanted a stand-out physical platform to serve the needs of this vibrant community and stage its differentiated approach to selling fashion.
Start Design worked with SEVENSTORE to help it take this vital step, creating the brand’s newest store: an innovative, barrier-breaking, multi-experience retail and event space that proves brick and mortar retail – if reinvented – is far from dead.
At the heart of the multi-brand, multi-experience concept is SEVENSTORE’s belief that ‘fashion is much more than clothes, shoes and accessories, and retail is more than windows, rails and tills.’ Minimalist and future-tech, to celebrate the heritage of its warehouse setting in Liverpool’s Baltic Triangle, the design blurs the boundaries between commerce and creativity. Its dual function as both multi-experience venue and multi-brand store works with a carefully curated programme of content aligned with new fashion collections and arrivals.
Community-led, Destination Retail
SEVENSTORE is named after the seven streets on which its illustrious home city of Liverpool is founded. The new store’s location in the Baltic Triangle – Liverpool’s post-industrial heartland and a creative hotbed for the North West – reflects SEVENSTORE’s commitment to reinvention and regeneration.
Working closely with SEVENSTORE, we defined the multi-brand, multi-experience retail strategy with a rolling programme of content at its heart. Inspired by Liverpool’s thriving creative culture, it’s designed to help SEVENSTORE build close links with its immediate community. Multi-experience retail means the space can be refreshed every seven weeks to host an entirely new edition of the store. Creative collaborations with local and international musicians, designers and artists, rub shoulders with new collections and events. Each new edition is supported with a social media and content campaign to pull visitors into the store, encouraging them to explore a relatively undiscovered part of Liverpool, not traditionally associated with shopping.
Spread across two floors, the space pairs a multi-brand retail ground floor with an expansive basement equipped to host multi-experiences such as music events, panel discussions and brand activations. Powerful A/V installations, focused around a digital footwear wall, deliver disruptive and distinctive storytelling to amplify brands and differentiate the entire experience in line with the events calendar. Uncluttered and pared-back in style, the SEVENSTORE design lets the humble origins of the building shine, providing a perfect backdrop for the fashion labels and community-led experiences it plays host to.