Red Wing Brand Store
Red Wing Shoes
Industrial Design | Brand Experience | Interior Design
New York City, the Red Wing way.
When Red Wing Shoes asked Built Design to create the ultimate brand experience for their upcoming store in NYC, we swung for the fences. Over the better part of a year, we immersed ourselves in the company’s storied history to imbue every inch of the space with a Red Wing look and feel. I was part of a small design team that created the hundreds of custom displays, fixtures and graphics necessary to bring our concept to life.
Telling The Red Wing Story
For a company as old an integrated as Red Wing, there is a lot of story to tell. The materials matter, so we designed a VR wall, where guests could explore the leather making process inside Red Wing’s tannery (one of the last in the US). We created a Hero Wall to share the true stories of customers and their boots, including the actual boots displayed like the artifacts they are. At the heart of the space, atop a stack of leathers, and linking everything together, we shared how a boot is made.
The crown jewel of the experience is a massive chandelier; Over 8ft wide and 16ft long, it is made entirely of used leather dies from the Red Wing heritage factory in Minnesota.
Customization is Everywhere
A visit to a flagship store means special treatment. From custom laces to finding the perfect fit. We designed the fixtures to do the job with an aesthetic that fit the mood. A unique hot-rolled steel peg board, with magnetic dowels and custom shelves, set the stage for an area dedicated to making customer boots truly one-of-a-kind.
