Bringing the
online to offline

The evolution of the Paul’s Boutique brand

Paul’s Boutique was looking to launch a new concept, design and build solution for its first ever pop-up retail shop. Working closely with our Strategy Director and our Creative Team we set to work on the evaluation of “Bricks and Mortar” versus a “Lean Retail” solution. After much deliberation it was agreed that we would design and develop a solution that would be located adjacent to the luxury brand’s village in Westfield, White City, London. Our focus and primary objective was to deliver a premium brand experience that represented the evolution of the brand as a premium player.

Re-evaluation of the brand

Paul’s Boutique has entered a new phase of its evolution and has been brave enough to halt, step back, re-evaluate its market and its audience, its market position and ultimately its proposition as a brand. We were asked to look at the design and development of an affordable and adaptable pop-up retail experience, which we installed into Westfield shopping center in White City. The structure housed secure storage, purchase point, point of sale and display for the brands vase range of handbags.

Social Media engagement

The team worked closely with Paul’s Boutique and designed a unique and minimal brand space to showcase product and house technology to allow further product searches, capture customer feedback and drive further social engagement. Paul’s Boutique is a prolific social commentator with its #paulmakesmehappy campaign on Instagram and as such social media amplification is an imperative edition to any live campaign we deliver for the brand.

The activation has proven to be a valuable edition to the Paul’s Boutique brand evolution and as such continues to increase brand awareness, engagement and product sales.

The Breed team is now in the next phase of this relationship and are developing the plans to roll out the concept design across other brand assets with the creation of a digital brand tool-kit for the global partner network. We will be deconstructing the Westfield pop-up in January 2015 and integrating the assets into the new Head Office which the Breed team are redesigning and fabricating in early 2015.