Culdesac’s designers have created an ultra-graphic and above all very “Instagrammable” space for the concept store for the Pewter brand, which specialises in selling sports equipment. This new space right at the heart of Valencia, entirely decorated in neon lights, with a concrete floor and visible pipes, seems to be an extension of the urban landscape and hopes to appeal to connected young people from the millennial generation.

displaying what others hide

The tone is set with just one glance at the window displays of Pewter’s new concept store. Behind the glass, we can make out the expression “Pewter Breaking the internet”. We understand that the brand wants to win over young people by speaking to them in a language they understand with strong signature codes. The store is also winning people over with its ability to define itself as the continuity of the street thanks to shared graphic references: a concrete floor, luminous panels, dazzling neon lights and an explosion of visual elements that provoke and captivate the customer. 

Culdesac is also going against the grain of stores with meticulously immaculate and controlled decors by inventing a space where details that are normally hidden, such as sockets and cables, are proudly displayed. “Giving visibility to everything that has up till now been hidden is part of the brand’s identity,” explains Borja Berna, creative director at Culdesac. “Not everything has to be integrated and measured. We prefer the spontaneous, the natural.”

a highly “instagrammable”decor

However, behind the desire to spontaneously reveal details, there also and above all lies the wish to create a very visual and “Instagrammable” space whose target audience is the younger generations Y and Z. Culdesac’s designers are applying the new rules of retail, in which a space becomes popular from the moment it is seen and displayed on social media. Between a neon yellow glass wool ceiling, translucent polycarbonate panels, metal pipes, neon lights and catchy phrases, everything is done to encourage the customer to create shared viral content. 

Find the AW20-21 Sport Trendbook for more inspiration and more specifically the “Eco Wellness” Concept in LANDS Theme (page 24) for a colour range, similar to the photos from this article.