Hunter Flagship, London
83 Regent Street, London, W1B 4EN
Checkland Kindleysides, Leicester
Hunter has opened its first global flagship on Regent Street; a fantastic collaboration between design agency Checkland Kindleysides and Hunter’s Creative Director Alasdhair Willis (husband to Stella McCartney).
The 5,300 sq ft store is set over three floors and its design theme is all about reinventing the British countryside for the urban environment.
We call this ‘agricultural chic’, with all the references to English weather but none of the wind, mud or rain
“The store is a journey designed to capture the senses and a spirit of adventure, it’s a playful and very Hunter take on the outdoors. It’s surreal, graphic and at times dreamlike, it’s a fantasy take on reality executed in a uniquely Hunter way.” says CK Creative Director, Joe Evans.
The first reference to the British countryside begins at the windows, where a barn like structure with bright ‘Hunter Red’ doors reveals the inside of the store.
‘Daylight’ filters through the grey tinted Douglas fir rafters of the barn. The theme is sunlight after a rainy downpour, so the mid floor displays are reflective ‘puddle tables’ on which the boots look like they are standing in water.
A backlit graphic of a striking gabion dry stone walls is the backdrop to a wall of Original Wellington boots, which were first introduced in 1956.
Hunter uses technology for brand storytelling and to bring the rural theme to life. A 5 metre tall LED screen is the backdrop between the ground and first floors.
The screen presents content from the brand’s London Fashion Week shows as well as other campaigns, films and recent events. It also gives Hunter the opportunity to deliver real-time broadcasts from events around the world.
In a witty reference to our infamous British weather, the screen also displays regular weather updates from throughout the UK; each time accompanied by a coordinating soundscape that echoes throughout the store.