NEW BOND ST LONDON
CLIENT: Ballantyne Cashmere Ltd
AGENCY: Landor Associates
PROJECT: Ballantyne flagship store
Previously all Ballantyne clothes were sold through department store concessions such as Harrods and Harvey Nichols. Here, because of their value the garments were displayed in plastic bags to protect them from the public. Existing customers needed no convincing but new, younger customers were proving hard to find.
To shift brand perception from unstylish and expensive to fashionable and desirable.
The New Bond Street store gave the opportunity for the first time to tell the story behind the brand - the raw wool's long journey from the mountains of Outer Mongolia to the waters of the Innerleithen River where it is washed and dyed, then spun and made into luxurious garments.
In the store customers are invited to touch everything, the materials are all chosen for their tactile qualities - the stone and wax composite wall panels, the riven slate, the undulating cherry wood shelves and most important of all, the cashmere garments.
Only when you touch cashmere do you experience its magic. An interactive display allows customers to compare Ballantyne cashmere with other cashmeres and high quality wools. By contrast it makes the finest Merino feel like an itchy school jumper.