Pure Collection / UK
The transition from digital to physical retailing demands a clear brand vision that different strands of the business, and its customers, can buy into. The collective experience of our team, distilled in an HMKM Creative Workshop with the client, defined and created a focussed brief for the retail expression. This then enabled us to create a unique environment for this sophisticated British cashmere brand. The elegant and characterful stores in York and Tunbridge Wells are reminiscent of a Victorian villa interior, while the creative visual merchandising plays a key part in ensuring a fresh, contemporary, urban edge that appeals to women of all ages.
HMKM redesigned all of Pure Collection’s packaging requirements to project the new brand vision and tone of voice, aligning both online and retail customer engagement. We continue to work together and recently introduced Pure Collection to product consultants providing further visual direction for all touch points of the brand.