I am fashion credentials

An introduction to our work in the global fashion sector

The Brand Experience People

Mumbai • London • Istanbul‘i-am’ associates

We design 360° customer experiences.

We help you define and influence how your customers experience your brand across the multitude of touchpoints. To do this we are experts in:

Brand Identity and Communications

Digital Design

Interior Design

Architecture Employee Engagement

We design experiences that delight customers, build brand advocacy and deliver improved business performance.

We are ‘i-am’

With a 10% uplift in store sales, the project has helped revitalise our existing stores with vital lessons learned for when our new store design is launched. We are now going to expand this approach to all our stores.’’Denis VerteletskyChief Commercial Officer, MTI, Shoes & Apparel Division

As part of their growth strategy, MTI (Kiev) have been working with ‘i-am’ to launch their new footwear store Urban United.

The store is an eclectic mix of materials and furniture reflecting urban life, utilizing everyday cast offs including cars, household goods and construction materials. Representing inspiration for a new generation, the Urban United personality dictates that the visual language takes its cue from street art and music rather than typical graphic formats employed in most retail stores. Store treatments feature the unexpected, creating an environment that is both challenging and entertaining.

‘‘

Shop Front

Threshold

Product Display

From independent research on 200 luxury goods businesses Thomas Lyte last year recorded a 17% above average gross profit to the industry.’’Kevin BakerThomas Lyte Founder

Thomas Lyte wanted to create a retail experience that epitomised luxury, quality and excellence.

‘i-am’ designers had the challenging task of translating their philosophy and personality into a rich visual expression and retail experience. Due to the age, size and configuration of the store there were constant design challenges that had to be sympathetically resolved.

The Flagship store represents the tangible face of the Thomas Lyte personality thus creating a suitable foil, worthy for its crafted luxury products. The store represents a key stepping stone in the luxury retail brand strategy and from current results, is well placed for the future.

‘‘

Shop Front

Product Display

‘i-am’ were asked to think of both short and long term solutions and given full scope to think ‘out of the box’. By first using their evaluation process to review the Diesel brand experience across the UK network, ‘i-am’ were asked to recommend a series of brand development principles that would once again rebuild Diesel’s maverick status through innovative and unprecedented retail design.

Based on research findings and by considering every aspect of the Diesel customer experience ‘i-am’ have outlined a UK retail strategy to ensure Diesel regain their edge through their store experience.

‘i-am’ fully delivered against our brief and exceeded our expectations. They provided good strategic thinking combined with solid operational know-how and a pragmatic approach to retail.’’Ricardo BelliniManaging Director

‘‘

DIESEL Experience

G U E R R I L L A S T O R E

Guerrilla Store

T•box is the original brand of Boyner/Aymarka Group and has been reincarnated through the collaboration of both the London and Istanbul design teams.

‘i-am’ created the new brand for T•box by developing a new identity, brand communication and store design concept. ‘i-am’ have taken the new T•box identity to shopping centres and high streets all around Turkey and it seems to be causing quite a stir!

The brand continues to grow by gaining a new stream of loyal fans and we are sure that T•box will continue to stand out in the Turkish retail market.

We created the T•box brand together and it was an amazing job. I hope to work with ‘i-am’ team again in the future.’’Dogan KasikciGeneral Manager, T•box

‘‘

Brand Mark

Packaging

Collateral

Billboard

Shop Front

Product Display

Changing Rooms

Cashier Desk & Product Display

‘i-am’ created the launch campaign for the flagship Vero Moda store in London. Centered around one core concept – the ‘Fill it for Free’ Gold Bag, 300 of these were hidden around London, select online media and fashion blogs. Finders of this elusive bag could access the store and literally fill it for free on the opening day. This theme fed the integrated marketing campaign across social media platforms, PR, on and offline media, guerrilla marketing stunts and a packed event schedule. A key element to the campaign was the product placement strategy with London’s top fashion bloggers and influencers, yielding 100% conversion rate online.

Within just a few weeks ‘i-am’ generated thousands of followers online, hundreds queuing down Oxford Street prior to launch, coverage in the top 20 media titles as well as over £500,000 worth of press coverage.

We were thrilled with the hard work and dedication that ‘i-am’ showed in the Oxford Street store opening and wouldn’t hesitate to work with them again.’’Head of MarketingVero Moda

‘‘

Fill It For Free: The Golden Bags

Overwhelming Success

‘i-am’ were commissioned by long-standing client Shaftesbury Plc to increase the footfall in Newburgh Street area – a cluster of streets parallel to the famous Carnaby Street, known for its independent boutiques.

‘i-am’ created an integrated marketing campaignto generate awareness for the area globally and locally.

The ‘Wish You Were Here’ pop-up shops were specifically created for this need. The campaign physically swapped Newburgh Quarter neighbourhood with its parallels in New York’s Lower East Side – a like-minded area also known for its cutting edge retail and creative community. Complete with in-store performances, limited edition products, fashion shows and street parties on both sides of the Atlantic.

This new approach increased footfall to the area and sales growth for the participating stores.

‘‘The new approach from ‘i-am’ successfully built awareness of the Newburgh Quarter.’’Marketing ManagerNewburgh Quarter

Branding

Brandmark & Collateral

Pop Up Show & Vehicle Branding

Pop Up Show & Branding

O X F O R D S T R E E T

CARNABY S

TREET

MARSHALL STREET

NEW

BURGH STFO

UBER

T’S P

L

GANTON

ST

KINGLY C

OURT

REGENT S

TREET

CHARI N

G C

ROSS R

OAD

POLAND S

TREET

LEXI N

GTON S

TREET

BRI D

LE LANE

BREWER S

T REET

S HA F

T ES B

U R YS

A VE N

U E

KI N

GLY S

TREET

WARWI C

K S

TREET

BERWI C

K S

TREET

BERWI C

K S

TREET

WARDOUR S

TREET

WARDOUR S

TREET

DEAN S

TREET

DEAN S

TREET

FRI T

H S

TREET

GREEK S

TREET

S Q U A R E

G R E A T M

A R L BO R O U G H S

T R E E T

BROAD

W I CK S TR E E

T

S O H O

OLD

COMPT

ON ST R

E ET

B EA K

ST R

E ET

OXFORDCIRCUS

3 min walk toNewburgh Quarter

PICCADILLY CIRCUS6 min walk toNewburgh Quarter

TOTTENHAM COURT ROAD9 min walk toNewburgh Quarter

THE NEWBURGH QUARTER is the design district that connects Carnaby to Soho – encompassing the historic passageways of Newburgh St, Marshall St, Lowndes Court, Marlborough Court, Foubert’s Place and Ganton St.

Discover the most diverse collection of independent boutiques, cafés, concept stores and traditional English pubs in the West End.

carnaby.co.uk

O X F O R D S T R E E T

CARNABY S

TREET

MARSHALL STREET

NEW

BURGH STFO

UBER

T’S P

L

GANTON

ST

KINGLY C

OURT

REGENT S

TREET

CHARI N

G C

ROSS R

OAD

POLAND S

TREET

LEXI N

GTON S

TREET

BRI D

LE LANE

BREWER S

T REET

S HA F

T ES B

U R YS

A VE N

U E

KI N

GLY S

TREET

WARWI C

K S

TREET

BERWI C

K S

TREET

BERWI C

K S

TREET

WARDOUR S

TREET

WARDOUR S

TREET

DEAN S

TREET

DEAN S

TREET

FRI T

H S

TREET

GREEK S

TREET

S Q U A R E

G R E A T M

A R L BO R O U G H S

T R E E T

BROAD

W I CK S TR E E

T

S O H O

OLD

COMPT

ON ST R

E ET

B EA K

ST R

E ET

OXFORDCIRCUS

3 min walk toNewburgh Quarter

PICCADILLY CIRCUS6 min walk toNewburgh Quarter

TOTTENHAM COURT ROAD9 min walk toNewburgh Quarter

THE NEWBURGH QUARTER is the design district that connects Carnaby to Soho – encompassing the historic passageways of Newburgh St, Marshall St, Lowndes Court, Marlborough Court, Foubert’s Place and Ganton St.

Discover the most diverse collection of independent boutiques, cafés, concept stores and traditional English pubs in the West End.

carnaby.co.uk

Postcards

‘i-am’ were commissioned to design a range of concession retail formats, in a range of host locations, for Giorgio Armani cosmetics or fragrances, or both. ‘i-am’ understood the principles of the Giorgio Armani brand and applied these to a level of fine detail individually according to the unique peculiarities of each scenario.

Working closely with the team at L’Oreal, ‘i-am’ developed a set of distinctive visual elements and design language to reflect the qualities of the Giorgio Armani brand. ‘i-am’ visualized solutions for each location, detailed these for construction and implemented them.

The work has enabled Giorgio Armani to establish its position at the prestige end of cosmetics and fragrance sector and to deliver strong sales performance. Through the strength of their simple distinctive design the sites stand out among the confusion of department store beauty halls.

‘i-am’ created a concession that was unique & bold and also strengthened our position within the beauty department.’’Marketing ManagerL’Oreal

‘‘

Retail Concession

‘i-am’ were also asked to recommend a strategic way forward to bring brand clarity and commercial appeal to all future DAA retail formats at all its airport operations around the world.

‘i-am’ created a new brand lead retail proposition communicating clear messages on a functional level with an ability to engage with customers on a more emotional level at the same time. The Loop was the perfect solution offering travellers and airport shoppers a totally new and welcome experience.

The brand can now look to the world’s best retailers as its comparative set. The brand application includes seductive advertising campaign, large scale LCD billboards, a 150 metre sculptural navigational ribbon, stylised store frontages, information desks and retail packaging.

‘i-am’ responded with a brilliant retail design solution for the changing needs of travellers and the new commercial landscape of the next decade.”Media & RelationsDAA

‘‘

The Future of Airport Shopping

Brand Mark

Dublin Airport

The Future of Airport Shopping

The Future of Airport ShoppingDublin Airport


Posters

The Future of Airport Shopping The Future of Airport Shopping The Future of Airport Shopping The Future of Airport Shopping



















Collaterals

Website

COME & RELAX

Lakwatsa, 7Blenheim Cresent, London W11 2EETel +00386 3986 E [email protected]

DRINKS • FOOD • EVENTSABOUT US • CONTACT US

Check our some of our very favourite Global Brands all of which can be foundin ‘The Loop’ Dublin.


Website

Airport Shopping Experience

Considered to be one of the edgier fashion brands in the UK, Firetrap are continuously looking to stay ahead in terms of creativity, credibility and brand experience.

‘i-am’ were engaged to update the look and feel of the Covent Garden and Leeds stores with a creative take on ‘wrath’ from Firetrap’s long-term ‘Seven Deadly Sins’ media and marketing campaign.

An edgy dark humour was brought to the experience through the conjuring and manifestation of a bizarre haunted forest populated with sinister pagan characters.

The eye-catching, much talked about window schemes and in-store treatments brought back the lost art of retail display, and had a dramatic positive impact on footfall and sales.

‘i-am’ creatively interpreted our brand values in the store design, which led to a remarkable increase in sales.”Head of MarketingFiretrap

‘‘

Shop Interiors & Branding

‘i-am’ worked in close partnership with the Adidas marketing and product development teams in Germany to develop a clear brand communication strategy and new Mi Adidas visual language. The new sub brand encompassed the generation and expression of the Mi Adidas story, values and product range throughout all branded communications.

With the launch of the new fully integrated Mi Adidas brand language and in-store experience the new concept is building a new level of relationship between the consumer and the Adidas brand. ‘i-am’ are continuing to work closely in partnership with the sportswear giant on their ongoing development programme.

‘i-am’ gave us a tailor made brand story for our range of sports shoes of the future.”Head of MarketingMI Adidas

‘‘

Brand Mark

X-MOD 23X-MOD 23X-MOD 23X-MOD 23

Posters



Environment Graphics & Collaterals

‘i-am’ generated an integrated strategy based around a touring pop-up store. Showcasing an exclusive collection of men’s & womenswear by award-winning fashion designers Carolyn Massey, Matthew Miller & Rachel Barrett the store popped up in key retail locations including London’s Covent Garden, Manchester’s Spinningfields and Glasgow’s Princes square. The touring schedule included four events over London Fashion Week, exclusive Bloggers events and private press & VIP events for McArthurGlen’s clients.

The ‘i-am’ Beyond team not only generated an integrated marketing campaign but also implemented a complete strategy, production and roll out for the Pop-Up itself. ‘i-am’ were tasked with the entire project from conceptualisation to shops management, location sourcing, managing & promoting parties, collaborations with fashion bloggers, sourcing & managing staff, stock & sales. The team continue to work together on future pop-up concepts linked with the brand.

We are really happy with the results that ‘i-am’ have produced.”RepresentativeMcArthurGlen

‘‘

Brand Mark

Sponsors & Collateral

Fashion Photography

Shop Front

Threshold

Product Display

‘i-am’ were asked to develop a strong new brand image and retail experience that would enable Svetski to connect with a younger consumer so establishing the Svetski name as a credible youth brand both in Russia and internationally.

‘i-am’ worked with the Alba team on every aspect of the Svetski brand experience including brand strategy, brand positioning and brand expression. The dynamic new brand language and tone of voice were designed to reflect the pace and energy on the brand while the vibrant new retail formats perfectly captured it’s youthful spirit and sense of adventure.

With the opening of its first stores in Moscow the Svetski brand is starting to establish a loyal and youthful following with a growing army of young Russian cool hunters and the less affluent fashion worshippers all making Svetski their label of choice. The brand’s new young admirers seem to appreciate the emergence of a new more accessible Russian brand that offers design with attitude and affordable cool to rival the more established international favourites.

We love the enthusiasm & energy of our new identity.”Head Marketing ManagerSvetski

‘‘

Brand Mark

Collaterals

Collateral

Shop Front

Threshold

Store Interiors & Branding

London

‘i-am’ associates

66 Leonard StreetThe Old School HouseLondon EC2A 4LW

+44 (0)20 7613 4114

Freya [email protected]

Istanbul

‘i-am’ istanbul

Serdar Ekrem Sokak5/2 GalataIstanbul

+90 212 252 99 40/45

Selin [email protected]

Mumbai

‘i-am’ mumbai

4th Floor, Shivraj Heights 14th Road, Khar (West) Mumbai – 400052

+91 22 26487302

Udit [email protected]

We would love to hear from you...

I am fashion credentials

Design

Transcript of I am fashion credentials