Middle East-based retailer, Chalhoub Group’s luxury footwear concept Level Shoes has elevated both store design and customer experience with ‘Another World’, a fully immersive 360-campaign. The campaign comprises striking images and videos captured through the lens of the ‘Another World’ theme inspired by fluid movement, grand landscapes and artistic expression.
In partnership with Studio XAG, designers of acclaimed store designs and installations across the world, Level Shoes introduces an interactive and sensorial shopping concept built to offer the ultimate retail experience.
Commenting on the ‘Another World’ concept, Thierry Pichon, general manager, Level Shoes says, “As a luxury retailer we are proud to introduce the ‘Another World’ concept which pushes the boundaries of the future of customer experience and retail innovation. Along with our design partner, Studio XAG, we have created a one of a kind bespoke world of retail which enables our partners or brands to participate in global conversations and showcase products in a unique and interactive environment. This campaign is fuelled by our continuous commitment to contribute to the retail industry, both regionally and globally.”
We wanted customers to be immersed in the concept and then have the opportunity to further explore the narrative as they pass through the space. At the main entrance the customers are immediately invited to physically interact with this new world through two animated interactive window displays. As the customer journey develops, the store’s individual departments bring their own unique story and emotion, each owning an element.
Designed to take customers on an immersive journey, ‘Another World’ is built around and expressed through a set of different elements – Earth, Water, Fire and Air. Focusing on each one of these nature’s most powerful components, every element represents a curated department within Level Shoes – Women’s Designer, Men’s Designer, Women’s Contemporary and Trends.
The Women’s Designer area is inspired by element ‘Earth’, with the use of natural, earthy tones and materials of wood, stones and pebbles. Columns clad in delicate copper and surrounded by raw rock clusters transform the area into a glamorous earthly world. The Men’s Designer section is transformed into the element ‘Water’ as part of this campaign, with mirrors, indoor plants, smooth textures, icy tones and water projections elevating this key area into an oceanic atmosphere representing water.
The Women’s Contemporary department is transformed visually to represent ‘Fire’. With textures and materials inspired by lava, granite, basalt and volcanic forms, customers are invited to step into a fiery and passionate world. Level Shoes’ Trends area represents ‘Air’. Evident by the use of white and lightweight fabrics, shrink-wrapped objects and design visuals inspired by ever-changing transient design forms, this season’s Trends department feels like walking on air.
As part of the in-store experience at Level Shoes, guests will be able to engage in curated experiences ranging from immersive digital opportunities to curated styling and personalisation activations.