Off on the right foot: Hunter to open immersive flagship store in London

The 5,300-square-feet store is the brand’s first stand-alone retail space and will be used as a showcase for the brand’s new high-fashion line, marking a shift in direction for the brand. 

Designed by retail design consultancy Checkland Kindleysides, the space is inspired by the best of the British countryside, and features a traditional gabion dry stone wall and box hedging walls. Not content with showing its heritage, however, the store also has a strong digital focus. A digital screen runs through both levels of the space and will be used to highlight exclusive content from campaigns and films to screenings from the brand’s London Fashion week shows. In a nod to Hunter’s main mission, to waterproof the British public, the screen will also display regular weather updates, accompanied by a coordinating soundscape that will echo throughout the store. 

The store is a great example of phygital integration, seamlessly blending digital interactions with physical products. For more, read our Creative Phygital microtrend.