Wrangler Roadhouse Bangkok store, designed by UXUS
Wrangler has unveiled a revamped Asia Pacific retail platform in Bangkok, Thailand, designed by UXUS.
The Bangkok location is the pilot rollout, with further openings planned in the region. UXUS was tasked with a challenge: how do you take an iconic American brand with an original cowboy heritage and translate this authenticity to the Asia Pacific tastes in a premium and accessible way?
Leveraging a unique consumer insight that in Asia a motorbike rider is the modern day cowboy, the Wrangler Roadhouse captures the spirit of biker hangouts where riders share their stories, passions and get new gear. Going beyond a retail store, it is the destination for new generation of denim lovers to connect, explore and discover the latest denim culture.
A unique and iconic design language inspired by biker hangouts with subtle nods to the Wrangler W monogram creates a premium framework to hold rich product stories with signature lifestyle biker props designed by UXUS. At the back of the store, the cash desk area is transformed into a social hub and showcase for Wranglerâ€™s highly successful crowd sourced biker challenges, streaming latest UGC footage from fans. In addition to the retail platform, UXUS designed a new brand monogram to create an iconic and instantly recognizable Wrangler hallmark for Asia that can be understood without translations. The monogram becomes a signature 3D signage device that leads and guides customers through the store.
UXUS has also created visual merchandizing and communication guidelines for the region, using simple and contemporary biker props branded with Wrangler monogram to ensure an instantly recognizable brand presentation across all markets in Asia. The result is an iconic and premium social hangout that brings together Wranglerâ€™s American essence and aspirational lifestyle that speaks to local tastes.
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