Best foot forward
WSS
Store Transformation
Retail Design
Graphic Design
Strategy
THINK
WSS (Warehouse Shoe Store) has been serving SoCal communities for decades, building authentic connections within neighborhoods that were often overlooked by competitors. Looking to expand beyond their home territory, WSS wanted a new store experience to help them grow. With an unbeatably broad offering, the existing store could be hard to navigate, especially for new shoppers. Although that offering included the latest styles, consumers were more likely to give them credit for being great on value. And competitors were beginning to encroach on WSS territory, attempting to mimic their community-based approach and appealing to younger consumers. The new store needed to amplify the experience without sacrificing the authentic community connection WSS spent over half a century creating.
BLINK
SLD’s approach was to create an experience that makes the broad selection of products at WSS the hero. By simplifying the store, the shop becomes easier and inspirational. And at WSS, community is the heartbeat of the brand, and this needed to come through. By celebrating the local area through signage, featured products, and a custom art piece at the checkout, we reinforce WSS’s impressive community commitments.
At the exterior, a bold red architectural entryway acts as a beacon. A large lit logo sign with the brand tagline “Your neighborhood shoe store” reinforces the brand’s unique value and community focus. Popular brand logos flank the doors, building excitement. Upon entering, a full-family display features a “something for everyone” lifestyle vignette. From there, zones are clearly visible with strong signage against a clean backdrop around the perimeter. Strong pops of color and pattern in key locations create a vibrant energy without overwhelming the space. Community is reinforced throughout the store, a large community message in the brand shop, and a giant map of the local area featured behind the cash desk.
