Client: Showroom Design & Build
New Era Cap co. asked the Tailor to design their new London showroom in the exclusive Tea Building on Shoreditch High Street. They were looking for maximum visual impact and a platform for their brand that would make an immediate impression on all visitors. The Tailors developed the design and supervised the installation build.
Brief: Client’s objectives: To excited all visitors to their London showroom and visually communicate all key brand messages from the moment of entrance. Target market: A mix of suppliers, buyers, and guests of the New Era PR team.
Response: The output: The finished design draws influence from the cubes that appear throughout New Era branding. The Tailor used these cubes to build the showroom structure and frame key brand objects such as Major League Baseballs, basketballs, collaborative art projects and limited edition New Era Caps. Creative lighting was used illuminate the structure and further emphasise the contrast between the brand colours – black and white. State-of-the-art DJ equipment was installed alongside a full working bar so that the showroom could be used to host brand events, thus making the design functional as well as visually impactful. All cubes were designed to be accessible so that the objects on display could be replaced and updated as the brand evolved with further collaborations. An opening party was held on 27th October 2011 and the finished showroom received rave reviews from media and industry partners alike. Is the campaign part of a wider marketing strategy? The installation is to be mirrored for wider New Era activity, such as the New Era Introducing international gallery tour, and the design has become the benchmark for all global rollouts of live experience. Evaluation: The London showroom welcomes visitors from around the world and immediately introduces them to the New Era Cap co. by dynamically referencing the wide variety of components that merge together to form the brand DNA.