Dune London: Fresh beginnings for a familiar brand
As retail design continues to evolve, creating engaging and flexible in-store experiences has become essential. In partnership with our long standing client, Dune London, we have developed and implemented a new store concept.
The brief was clear: inject new life and create a warm, inviting, cohesive concept that is unmistakably Dune; creating a beacon for the brand enticing customers to explore Dune’s footwear and accessories.
We set out to craft a space that felt instantly familiar yet elevated. Through a refined, elegant palette of light warm tones, soft textures and black accents, the concept provides a sophisticated backdrop for the products and introduces a more fashion led feel to the Dune shopping experience. The neutral palette allows the brand to implement pops of accent colours through visual merchandising and campaign imagery reflecting their seasonally changing product styles.
To enhance the customer experience, new design elements have been thoughtfully integrated into the concept. At the heart of each store, a central lounge area features generous, inviting seating and a plush rug, establishing it as a welcoming destination. Custom-padded wall panels and upholstery are adorned with a bespoke pattern inspired by Dune’s logo, adding a tactile and visually distinctive layer of brand identity. Curved shelving and mid-floor displays further encourage a smooth, flowing visual journey throughout the space.
The vision is no longer just on paper; the refreshed concept has already come to life in four key locations: two flagships in Westfield London and Westfield Stratford, Lakeside Shopping Centre and Kildare Village in Ireland.
This first phase has marked an exciting step forward, providing fresh energy, consistent identity and a reinvigorated customer experience. With strong results and positive feedback, the concept is already laying the foundation for the next chapter in Dune’s retail design journey.
