House of Strut
Overview
The goal of this redesign was to elevate House of Strut into a more cohesive and immersive space, aligning the store's identity with its values while enhancing the overall shopping experience. Drawing inspiration from Art Deco cinema aesthetics with a whimsical twist, the new design focuses on creating an inviting, organized, and gender-neutral environment that attracts both fashion-forward locals and tourists.
Challenge
While House of Strut has long resonated with vintage enthusiasts, its cluttered layout and lack of cohesive brand identity made it challenging to appeal to a wider audience, particularly tourists who may not immediately connect with the store’s aesthetic. The space needed a redesign that maintained the vintage appeal while being more organized and inclusive, allowing customers of all tastes to engage with the product offerings in an immersive environment.
Response
The redesign centers on a blend of bold Art Deco-inspired elements, rich textures, and vibrant patterns that create an eclectic, maximalist atmosphere. By introducing a more structured layout, the new design offers clear zones for different product categories, while still maintaining a whimsical energy that invites exploration.
