TOWER London is a multi-brand family footwear business stretching back four generations, trading both on and offline. The team at TOWER London contacted I-AM to help modernise their brand and reposition it across the full 360-degree experience.
The first step in the process of creating a unique brand experience was to identify where the brand is currently and understand from the TOWER London team where they aspire the brand to be commercially as well as creatively.
Once the outlook and brand strategy were in place, a full 2D review of the brand placation was carried out and a new brand mark created and applied. The modern brand positioning was then rolled out in a new flagship store design for TOWER’s new London store TOWER119 on Wood Green High Road in advance of their new flagship store in Shoreditch opening in 2015.
The design of the store brings to life London’s urban life and youth culture with the use of a strong, unique palette of blacks, greys and yellows and textures of concrete and re-enforced glass. The space is also home to a custom-made LED-animated screen, an interactive media wall, and a community wall with information on local events and a ‘last chance to buy’ section. The result is a truly differentiated footwear offer to rival the high street giants.
The new Wood Green store opened at the start of April 2014 and on 1st May 2014 TOWER London won the ‘Independent Footwear Retailer of the Year’ award at the 2014 Drapers Footwear & Accessories Awards in recognition of all their innovations and improvements made across the business from over the last 12 months.