Allbirds First Shop-in-Shop

The Challenge

To showcase the brand's unique products and hero the Allbirds brand story to a discerning London audience in Selfridges

The Aim

Introduce a new audience to the Allbirds materiality story in a tactile, compelling and eye-catching way. The concession should replicate the warm and cosy feeling of Allbirds footwear whilst simultaneously telling the story behind the products and how they are made

The How

We created a material-focused installation which allows the consumer to engage with the materials and the Allbirds story up close. Only ethically-sourced and circular materials – including wood, sugar cane and wool – were used in the space to reinforce the brand's sustainability focus

Role: Creative Director