In order to thrive in the ever evolving retail landscape retailers alike are purposefully rewiring themselves to enable the experience economy. Edgars is no exception to this.

The biggest challenge for big retailers is that it has become a mass-experience tailored to no one. This is especially a challenge, in face of a time where customers can do anything anywhere and get personalised real-time experiences from other places both online and IRL.

This calls for a shift in retail practice and environment beyond just transaction towards setting the stage for meaningful and memorable experiences.


Braamfontein, Johannesburg, South Africa


About client:

Edgars is a South Africa’s clothing retailer with over 300 stores countrywide. 

What we did:

User experience strategy

Interior design concept

Technical documentation

Signage and branding

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