RED WING SHOES
A shoe manufacturer should put its best foot forward. But which foot, when four distinct brands are involved? The flagship retail store of the Red Wing Shoe Company at the Mall of America answers that challenge by lacing together characteristics of all the company’s brands.
Housed within the re-creation of a 1920's shoe store, an interpretive center educates customers on the history of Red Wing shoes, and takes them on a tour of the manufacturing process through museum-like displays, vintage photos and interactive video. Drawing on elements of retail theater, the store encourages customers to try the product in thematic settings appropriate for each of the four brands. A footbridge over a waterfall adjacent to a serene cabin porch depict Vasque and Irish Setter’s outdoor/recreational activities. This contrasts the Redwing and Worx brands’ construction site and roadwork venue. Bold graphics within each brand area convey specific product information and empower a more involved choice.
Throughout the store, the use of honest, industrial materials creates authenticity and reinforces the brand’s positioning as essential equipment that gets the job done.