Shifting this outdoor brand to appeal to mobile urban citizen. See how we modernized this space for Duesouth.

Johannesburg, South Africa / 2016

Project info


Sandton City, Johannesburg, South Africa 2016

About the client:

Duesouth is an urban lifestyle brand, part of the TFG portfolio of brands.

What we did:

User Experience Strategy, Interior Design Concept, Technical Documentation, Signage and Branding Implementation, Co-ordination, Project Management, Procurement, Compliance.

Duesouth - Retail

Duesouth has it origins in the outdoor and travel accessories market. The overriding ambition for the brand and store design was to shift the brand from an predominantly outdoor focus to appeal more to a modern and mobile urban citizen.

The store fronts were completely opened up with the brand letters stacked to one side. The choice of mannequin finished in a bright yellow and dynamic poses highlighted the inclusive and active nature of the brand. The store design features a central service counter with key categories anchored around. Additionally, the fitting rooms were designed and finished as an ‘Instagram photo booth’, each cubicle branded with a local city scene and matching props.

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