SAFE Toronto, Canada

To create a new concept design for an already successful online sneaker company with an established culture and loyal following. The new design needed to support its unique selling proposition of offering new products as well as trade-ins and VIP exclusives.

To entice new customers, a ​“walk-in glass vault” was designed and strategically located at the storefront. The vault displayed exclusive, premium, and hard-to-find national sneaker brands, serving as the catalyst for starting the journey into SAFE. A gallery of brands, from sneakers to apparel to one-of-a-kind collectibles, lined the walls. The concierge-style counter was designed in lieu of a typical cash desk, providing a space for buying new products, selling & trading, or just hanging out.

The 2D online experience was translated into a 3D space that resonated with the brand values and its customer base. The activation of the space through social media, private VIP events, and educated sales ambassadors proved that an interior designed with flexibility is the key to responding to current culture and the needs of its followers. Three new stores with this concept have been rolled out in mall locations.