As part of their strategy of repositioning and overhauling their stable of footwear brands, MTI Ukraine launched a new leading edge brand, Urban United. I-AM were responsible for creating the culture, personality, identity and retail environment.
The Urban United personality takes its cue from street art and music. As such, the store is an eclectic mix of materials and furniture reflecting urban life; utilising everyday cast-offs such as cars, household goods and construction materials. The brand has created its own followers and is part of the social scene for cool hunters and fashionistas alike.