New store design based on the brand identity
British fashion brand, Superdry, set its sights on further expansion into the American market beginning with its launch of the South Shore Plaza store in the Greater Boston area. The design, the materials used, and the finishing touches had to be chosen carefully to reflect the brand’s essence and its products: unique detailing, quality fabrics and sporting a diverse sense of style. As part of the store design, Superdry wanted to include a distinctive illuminated element which would highlight the till area and be visible from every angle.
Based on the client brief as well as the building restrictions and requirements of the South Shore Plaza, Kendu designed, manufactured and installed a custom-made, large-format lightbox. Suspended from the ceiling, the LED illuminated cube is created using the patented Smartframe system. Kendu’s Technical Department successfully overcame the structural challenges to develop a lightweight, versatile in-store display with high-quality, easy to change printed visuals.