adelante flagship store

321 newbury street, boston

overview

Adelante Shoe Co. needed a semi-permanent retail environment that reflects their mission: sustainable economic development in Pastores, Guatemala through a personalized footwear buying experience.

Primary objectives:

To create a space that feels curated and intentional to communicate Adelante’s mission and brand.
To ensure that the layout supports a new retail sales model that includes the sale of both made-to-order and inventory shoes

Parameters

Limited budget
5 week timeframe, with media deadlines throughout
COVID-19 related safety policies and procedures
No permanent fixtures or walls

process

ideation

To capture the essence of the brand, I worked with the CEO and marketing team to develop an overall vision for the store.

Due to the limitations imposed by COVID-19, we collaborated during bi-weekly video chat meetings and exchanged visual inspirations on a shared Pinterest page.

The craftsmanship of the shoes, the textiles and architecture of Antigua, Guatemala, and vibrant landscape of Guatemala itself were identified as the most vital inspirations for the store’s aesthetic.

design

The short timeframe of the project necessitated a quick and practical approach to the design process.

At the meetings during the design stage, I proposed design solutions using mood boards, sketches, 2d graphics, and 3d models for approval and feedback, beginning with the store layout down to the finishes and hardware.

The plans, sketches, and models were intentionally kept rough in order to allow for rapid iteration with diluting their ability to communicate my vision.

installation and media management

It was not enough to design a space that looked good in theory; I was also responsible for working with the property manager and a team to install the design.

In addition to sourcing prefabricated furniture solutions, I made technical drawings to communicate construction methods and measurements for custom pieces to my team, and rolled up my sleeves on site to help make it happen.

I was also placed in charge of coordinating with photographers and press representatives from Boston Magazine and other media outlets.

The final design

entrance installation

designed to invite customers into the space and speak to the brand values of quality, authenticity, and culture

storytelling alcovean interactive display that tells the story of Adelante Shoe Co. via text, photos, video content, and a set of authentic tools, uppers, and shoe lasts — **storytelling alcove**
an interactive display that tells the story of Adelante Shoe Co. via text, photos, video content, and a set of authentic tools, uppers, and shoe lasts

try-on areasTwo loosely defined zones at the back of the store intended to create a cozy environment for customers to try different sizes and styles, while also facilitating the customization process. — **try-on areas**
Two loosely defined zones at the back of the store intended to create a cozy environment for customers to try different sizes and styles, while also facilitating the customization process.

centerpiece serves as a focal point at the center of the store, while also directing traffic flow through the store and encourage social distancing — **centerpiece**
serves as a focal point at the center of the store, while also directing traffic flow through the store and encourage social distancing

“taurus” and foliageAn original sculpture and a variety of tropical plants are attractive accents that recall Antigua’s rustic charm and Guatemala’s lush rainforests. — **“taurus” and foliage**
An original sculpture and a variety of tropical plants are attractive accents that recall Antigua’s rustic charm and Guatemala’s lush rainforests.