Last week Hunter opened its first global flagship store with a concept led by Creative Director Alasdhair Willis; the innovative design takes iconic references from the British countryside and re-appropriates them for the urban setting. The store creates a new take on rural architecture and the outdoors, redefined in the spirit of Hunter.
Founded in 1856, Hunter is a British heritage brand renowned for its iconic Original boot and holds two Royal Warrants of Appointment to HM The Queen and HRH The Duke of Edinburgh. The brand has a rich history of innovation, creating footwear and outerwear to protect from the weather and perform across all terrains. Under the creative direction of Alasdhair Willis, Hunter launched the brand category Hunter Original with a runway show at London Fashion Week in February 2014, showcasing new footwear, outerwear, knitwear and accessories, alongside the iconic Original boot. Hunter Field, a specialist performance category, will launch in 2015.
The inside of the store and features Hunter gates; in the brand’s iconic red, the gates form the backdrop of the windows and open to unveil the inside of the store. A gabion dry stone wall displays the brand’s iconic Original Wellington boots, first introduced in 1956; each pair is still handcrafted from 28 individual parts. Puddle tables with mirror tops feature throughout the store and have been designed to resemble the environment after a downpour. An infinity forest created from Douglas fir trees can be discovered at the rear of the ground floor.
The first floor references the British eccentricity of the brand with a surreal take on an English garden. The collection is displayed against a backdrop of box hedging, whilst green tiles on the floor represent the inlay of an archetypal British lawn. Reinforcing the feeling of the outdoors, lighting has been designed to mimic various states of weather. The brand’s 1856 scale emblem, based on a heritage design from the archive, is used as a discreet detailing in key areas of the store, such as on the cash desk and as a feature leading up to the staircase.
Alasdhair Willis, Creative Director, said: “The Regent Street flagship is the first opportunity for the Hunter customer to enter the home of this iconic British brand. This ambitious new store concept starts to clearly deliver a retail experience that represents the brand’s exciting new vision and future. Lifting iconic references from the British countryside and reappropriating them for this urban environment delivers Hunter’s take on the traditional store concept and was designed to appeal to our diverse customer base.”
James Seuss, CEO, said: “The opening of Hunter Regent Street is a key milestone in the development of our brand. Following the recent launch of our new global e-commerce site, our global flagship store delivers a retail concept that will form the basis of future retail opportunities in key cities such as Tokyo and New York. It was important to establish our first retail presence on London’s Regent Street, one of the most iconic shopping streets in the world, staying true to our heritage as a British brand.”
Hunter’s Regent Street store is the first to showcase the AW14 Hunter Original footwear, outerwear and accessories collections, alongside the Field collection.
Hunter (83-85 Regent Street, London, W1B 4EW)
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