For Shackleton’s flagship in London's Piccadilly, we were asked to refresh the store so it better expressed the brand’s expedition heritage and premium positioning. We created an immersive retail environment that layers storytelling, product discovery and material quality to inspire adventure and support higher-value purchases.
We translated Shackleton’s “expedition mindset” into a kit-of-parts system - modular, reconfigurable fixtures and lighting - developed collaboratively with Unibox, Into Lighting and the Shackleton team, so displays can evolve with new ranges, stories and events without major refits.
WDC were extremely collaborative from the start, they developed a unique and visually striking concept that does full justice to the Shackleton ethos.
Martin Brooks
Co-founder, Shackleton
The result is a brand-elevating, revenue-driving flagship that does full justice to Shackleton’s ethos fortitudine vincimus and can scale for future growth - proof, that a highly collaborative approach can successfully deliver a distinctive, on-brand store experience.
Retail
Utility
Retail Interior Design, Branding, Design Specification, Sustainable Design, Design Development, Design Management
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