Brand experience design
Concept development
Scotch & Soda sustainability experience design
Location
Worldwide
Role
Brand experience designer
Year
2023
Using store design as a way to tell and experience the Scotch & Soda sustainability story.
Like many other fashion brands, Scotch & Soda aspired and by default had to become more sustainable. Fabrics used, packaging, changing supply chains, operations were solutions among the strategy to become more sustainable. The marketing department was integral in conveying this message on- and offline. However, the store as a key touchpoint I felt was a missing link and I wondered how we could integrate sustainability storytelling into the in-store experience and on an operational level, make the store design department more sustainable.
Adding a storytelling layer
Although some sustainable materials were used and most stores are only refitted once every 5 years, the store design department wasn’t considered as an important link in the chain to becoming more sustainable. Using furniture and materials for 5 years, is quite sustainable after all.
Conceptually, there was no in store storytelling layer with regards to sustainability. Something I felt had to be aligned with Scotch & Soda’s brand identity, the Free Spirit of Amsterdam. Would it be more activist and very visible instore, or would it be less visible. Just because today, it is a given to be more sustainable and therefore it is only reflected in e.g. materialisation?
It turned out to be mostly the latter, but I did see opportunity to add a layer of experience design to the store. Think about adding a repair and customize service, showcasing Scotch & Soda’s collaboration with the United Repair Center. Think about a special zone and fixture in stores to put a spotlight on bags made from mushroom leather. Adding small quotes just like in the products itself, explaining e.g., the footprint of the garments or origin of wool.
On a fixture & material level, think about circular materials or materials sourced locally. Ultimately, I succeeded in making the sustainability department enthusiastic for the store’s role as a crucial link in the chain towards achieving the company’s sustainability objectives and conveying its message to its customers.
