Brand experience design
Concept development
Scotch & Soda brand experience design
Location
Worldwide
Role
Brand experience designer
Year
2023
Experience the free spirit of Amsterdam by using the Scotch & Soda stores as a platform for self expression. A project translating the free spirit along all touchpoints in the customer journey.
As a brand born and raised in Amsterdam, Scotch & Soda celebrates the free spirit of the Dutch capital city. Endlessly optimistic, individuality, authenticity and the power of self-expression are some of the key elements that are reflected in the designs of Scotch & Soda. My mission was to translate the brand philosophy of Scotch & Soda into an immersive brand experience retail design.
The store as a brand touchpoint in the customer journey.
The essence of Scotch and Soda’s brand philosophy is to bring the Free Spirit of Amsterdam all over the world. This of course happens when people from all over the world are wearing Scotch & Soda clothes. The clothes act as a tool for self-expression embodying that free spirit. Ideally, choosing to wear Scotch & Soda show that you identify with that philosophy.
A store is the perfect place for people to engage with that philosophy and to immersive themselves in that philosphy. To achieve this, I first assessed my personal interpretation of the Free Spirit of Amsterdam, how the municipality presents itself, historical narratives, expat friends, newspaper items. My conclusion was that the Free Spirit of Amsterdam stands for hospitality, unity, flexibility, authenticity & uniqueness, creativity & innovation, positivity, a worldly view, self expression. The challenge then became translating those keywords to a store design.
Born and raised in Amsterdam. The city where Free Spirits roam.
The Free Spirit is a feeling
To me, the Free Spirit is a feeling that you can experience. Upon entering the store, you feel the hospitality by the welcoming staff. They invite you for a drink at the bar and despite being a big brand, give you that extra personalised service that you don't get in other stores. You feel like you can be yourself because it doesn't matter if you pick your sweater from the mens or women's department. The store feels like lines are blurred as there is no clear zoning.
You can curate your outfit and make it your own at the personalisation station, expressing your individuality as you make it your own. You feel like your voice matters, as the store hosts monthly podcast shows that address a wide variety of societal topics.
Making the feeling tangible
A feeling is abstract and only gains substance when it is translated into something tangible. In the case of a store design, you can think about offering a repair service or implementing a customisation station.
How do we showcase products in store? What colors and materials reflect a positive, creative and sustainable feeling? I intended to make these elements tangible along every touchpoint of the customer journey, considering contexts, target groups, shopper missions and pathways to consumption.
It is only when all these aspects are carefully considered that customers recognise and grasp the Free Spirit of Amsterdam and where this liberal ideal will be spread around the world.
