CREP Protect store London by External Reference Architects
Client Brief: The CREP Protect brand has revolutionised the sneaker care industry. Their London shop will feature two areas: the first one is an urban-culture inspired trainers store, called â€˜presented byâ€™, and the second one is a high-tech CREP trainers care area.
Sustainability Components: A central feature of the project is its attention for â€˜circular economyâ€™, here represented by the use of recycling methodologies like LEAN and CRADLE TO CRADLE. The shopâ€™s project is based on â€˜design-for-dismantlingâ€™ techniques, which employ â€˜passport materialsâ€™ and recovery paths.
Project Description: The so-called â€˜sneaker movementâ€™ combines technology, fashion, sports, urban culture and design, and the store aims to reflect all of these aspects. Now a central and widespread element of urban life, sneakers have shaped, among other things, hip-hop culture and urban sports, like skateboarding.
The Presented By / CREP store consists of two areas.
The first is the â€˜ultimate London sneaker storeâ€™, offering limited edition, rare and some of the most exclusive collectables in the world. In this area, three hallmarks of the British urban landscape/culture fit together: skate-parks, which have inspired the floor design, bricks, a common feature of buildings in Britain, which, assembled diagonally to cover the shopâ€™s walls, make up its wavy surfaces, and neon signs, which are evoked in the installation hanging from the ceiling. Overall, the project consists of a soft grey platform which sustains a wooden brick wall, where the shoes are displayed.
In the second area customers find a range of services connected to professional sneaker care, packaging and customisation. The area consists of:
a-The counter: on its left part, shoes are customised by the shop personnel, on the right feature a sneakersâ€™ laundry, where customers drop shoes for cleaning and collect them afterwards from glazing lockers, and a conveyor belt.
b-The â€˜3d mapping kickâ€™: this is a three-dimensional 2,6 m wide Air Max shoe in which the most popular Nike models in the history of the brand are projected using a spectacular animation.
c-The â€˜thronesâ€™: this is a seating area consisting of wooden cubes, with three lifted seats where customers sit to get the full Crep Protect treatment.
Presented By / CREP (presentedby.com)
Location: 15, PERCY STREET, LONDON, W1T1DS
Author: Carmelo Zappulla, External Reference Architects (www.externalreference.com)
3d Mapping: Onion Lab
Collaborator: Stuart Maggs, Andrea RosÃ³n, Soraya.
Site supervision: Andrea Cincotta
sneakers, crep protect store, crep protect store london, sneakers protection, sneaker movement, Carmelo Zappulla, External Reference Architects