design:retail - May 2019 - 16
DESIGN:RETAIL
MAY 2019
BRAND IMMERSION
"This is a f*cking space for you"
PEWTER STORE AIMS TO CHANGE THE SPORTSWEAR GAME WITH
AN IRREVERENT CONCEPT THAT SPEAKS TO ITS GEN Y AND Z AUDIENCE
the king of advertising since forever, "going viral" has undoubtedly
dethroned it. In January 2019, a new sportswear
company opened in Gandia, Spain, that is making
social media the centerpiece of its sales philosophy.
Pewter Store announces itself to the world with
its yellow, rockwool roof punctuating the modern
white and gray façade, while a neon message on
the storefront aims to both shock its audience and
invite them in at the same time.
Pewter Store launched in partnership with
Valencia, Spain-based CuldeSac Custom Retail. The
store goes beyond traditional retail where people
can meet, hang out and tag themselves in the übercool environment.
➞ IF "WORD OF MOUTH" HAS BEEN
"We give you the place, we create the scene,
and just let it happen," says Borja Berna, architect
and creative director at CuldeSac Custom. "Pewter should work as a public space. These kinds of
ideas don't allow us to exhibit as much product as
in traditional retail business, but we believe a good
brand memory in target minds is the most profitable selling strategy."
Inside, metallic grids serve as the framework
for displays, and ticker banners run messages
throughout the store. Cables and outlets, which
are usually hidden, are exposed to add to the urban
16
aesthetic. An "inner grandstand" acts as a centerpiece, beckoning patrons to stay a while and take
some photos to share.
While Pewter Store's flagship is the only store so
far, Berna says the design is modular and is easily
adaptable to other environments.
"We had the chance to create the brand from the
starting point," Berna explains. "This means not
only creating the logo, but setting its personality.
One of the key aspects was spontaneity; finding
beauty in imperfection. We thought that showing
what is usually hidden, apart from creating a vibrating aesthetic and talking about tech and urban
feeling, was once again a strong message of who we
are. We call it 'nude tech.'"
PHOTOS BY DAVID ZARZOSO
By Erin M. Loewe
design:retail - May 2019
Table of Contents for the Digital Edition of design:retail - May 2019
design:retail - May 2019
Contents
From the Editor
Industry Insider
Happenings
Design Detail: The House of Rohl
Design Innovation: Jins Eyewear
How’d They Do That?
Brand Immersion: Pewter Store
Perspectives: Swipe Right
Hands On: Ted’s World of Imaging
Clicks & Mortar: Tamara Mellon
Perspectives: Empowering Retailers
Perspectives: Empowering Retailers
40 Under 40
2019 Markopoulos Award Winner
Sneak Peek of Globalshop @ Retailx
Moment
design:retail - May 2019 - Intro
design:retail - May 2019 - CT1
design:retail - May 2019 - CT2
design:retail - May 2019 - design:retail - May 2019
design:retail - May 2019 - Cover2
design:retail - May 2019 - 1
design:retail - May 2019 - Contents
design:retail - May 2019 - 3
design:retail - May 2019 - 4
design:retail - May 2019 - 5
design:retail - May 2019 - From the Editor
design:retail - May 2019 - 7
design:retail - May 2019 - Industry Insider
design:retail - May 2019 - 9
design:retail - May 2019 - Happenings
design:retail - May 2019 - 11
design:retail - May 2019 - Design Detail: The House of Rohl
design:retail - May 2019 - 13
design:retail - May 2019 - Design Innovation: Jins Eyewear
design:retail - May 2019 - How’d They Do That?
design:retail - May 2019 - Brand Immersion: Pewter Store
design:retail - May 2019 - RXCover1
design:retail - May 2019 - RX2
design:retail - May 2019 - RX3
design:retail - May 2019 - RX4
design:retail - May 2019 - RX5
design:retail - May 2019 - RX6
design:retail - May 2019 - RX7
design:retail - May 2019 - RXCover4
design:retail - May 2019 - Perspectives: Swipe Right
design:retail - May 2019 - Hands On: Ted’s World of Imaging
design:retail - May 2019 - 19
design:retail - May 2019 - Perspectives: Empowering Retailers
design:retail - May 2019 - 21
design:retail - May 2019 - Perspectives: Empowering Retailers
design:retail - May 2019 - 23
design:retail - May 2019 - 24
design:retail - May 2019 - 25
design:retail - May 2019 - 40 Under 40
design:retail - May 2019 - 27
design:retail - May 2019 - 28
design:retail - May 2019 - 29
design:retail - May 2019 - 30
design:retail - May 2019 - 31
design:retail - May 2019 - 32
design:retail - May 2019 - TRCover1
design:retail - May 2019 - TR2
design:retail - May 2019 - TR3
design:retail - May 2019 - TR4
design:retail - May 2019 - TR5
design:retail - May 2019 - TR6
design:retail - May 2019 - TR7
design:retail - May 2019 - TR8
design:retail - May 2019 - 33
design:retail - May 2019 - 34
design:retail - May 2019 - 35
design:retail - May 2019 - 2019 Markopoulos Award Winner
design:retail - May 2019 - 37
design:retail - May 2019 - 38
design:retail - May 2019 - 39
design:retail - May 2019 - 40
design:retail - May 2019 - 41
design:retail - May 2019 - 42
design:retail - May 2019 - 43
design:retail - May 2019 - Sneak Peek of Globalshop @ Retailx
design:retail - May 2019 - 45
design:retail - May 2019 - 46
design:retail - May 2019 - 47
design:retail - May 2019 - 48
design:retail - May 2019 - OPCover1
design:retail - May 2019 - OP2
design:retail - May 2019 - OP3
design:retail - May 2019 - OP4
design:retail - May 2019 - OP5
design:retail - May 2019 - OP6
design:retail - May 2019 - OP7
design:retail - May 2019 - OP8
design:retail - May 2019 - OP9
design:retail - May 2019 - OP10
design:retail - May 2019 - OP11
design:retail - May 2019 - OP12
design:retail - May 2019 - OP13
design:retail - May 2019 - OP14
design:retail - May 2019 - OP15
design:retail - May 2019 - OP16
design:retail - May 2019 - OP17
design:retail - May 2019 - OP18
design:retail - May 2019 - OP19
design:retail - May 2019 - OPCover4
design:retail - May 2019 - 49
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design:retail - May 2019 - 51
design:retail - May 2019 - 52
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design:retail - May 2019 - 54
design:retail - May 2019 - 55
design:retail - May 2019 - Moment
design:retail - May 2019 - Cover3
design:retail - May 2019 - Cover4
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