Boston Proper
Monday 10 Jun 2013

 

Award banner

Kramer Design Group were chosen to design boutiques for Boston Proper, to bring the brand's distinctive style from the pages of a catalogue or website into real life.

The designers started with an extensive re-branding process, developing a brand story, new logo, signature brand colours and unique ‘fearlessly feminine' brand icon - a starburst with spears emanating from the centre. The new logo, colours and icon were translated to a range of packaging from boxes, bags and tissue paper to buttons, garment labels and hangtags. Additionally, they provided art direction for the catalogue and website, resulting in omni-channel branding.

The next phase of the process included the concept development and prototype execution of freestanding stores. Kramer Design Group designed the Boston Proper boutique concept to reflect the consumer's signature style and femininity.  Indulging the customer's sensuality, the design includes a pink champagne palette and lots of shine and sparkle. 

The experience begins as consumers approach the storefront with striking floor-to-ceiling video screens that tell the editorial point of view for the season. Customers enter through iconic doors, layered with the brand's signature starburst icon in a shimmering rose gold finish.  Once inside, the mood is set with sensuous fragrance and flirtatious music.  The central lounge - a mix of caramel crushed velvet, rose gold, warm brass and copper metal tones - provides a space free of distractions

Ceramic textured tiled floors with mosaic inlay details and rich textured walls, including custom metallic lizard print wallpaper on the sales floor and custom snake print wallpaper in the fitting rooms, create an environment that is both glamorous and sophisticated.

Continuity is created from the sales floor to the fitting room with the addition of product, in both closet inspired fixtures and personal walk-in closets.  As the customer shops throughout the boutique, items are placed in their personal walk-in closet located within each fitting room.  Multiple layers of privacy allow the sales associate to continuously add items for the consumer to try on, building them a full Boston Proper wardrobe.

With the support and guidance of ‘stylists', consumers have the opportunity to play dress-up with items both in-store and online at the ‘Proper Tech Table' located near the dressing rooms. Using digital screens embedded in the central ‘Proper Tech Table', customers can continue to shop on the Boston Proper website while purchases are wrapped or add their recent purchases to their online closet.  The addition of technology has resulted in seamless integration from brick-and-mortar to e-commerce and increased sales. By allowing ‘stylists' the ability to research what customers previously purchased from Boston Proper suggestive selling accuracy is increased thus generating larger transactions.