The Brand Experience People: An Introduction

The Brand
Experience People
An introduction to our work in the global fashion sector

‘i-am’ associates
Mumbai • London • Istanbul

We design 360° customer experiences.
We help you define and influence how your customers
experience your brand across the multitude of touchpoints.
To do this we are experts in:
Brand Identity and Communications
Digital Design
Interior Design
Architecture
Employee Engagement

We design experiences that delight customers,
build brand advocacy and deliver improved
business performance.
We are ‘i-am’

‘‘ With a 10% uplift in store

sales, the project has helped
revitalise our existing stores
with vital lessons learned for
when our new store design is
launched. We are now going to
expand this approach to all our
stores.’’
Denis Verteletsky
Chief Commercial Officer, MTI, Shoes & Apparel Division

As part of their growth strategy, MTI (Kiev) have
been working with ‘i-am’ to launch their new
footwear store Urban United.
The store is an eclectic mix of materials and furniture
reflecting urban life, utilizing everyday cast offs
including cars, household goods and construction
materials. Representing inspiration for a new
generation, the Urban United personality dictates
that the visual language takes its cue from street
art and music rather than typical graphic formats
employed in most retail stores.
Store treatments feature the unexpected, creating
an environment that is both challenging
and entertaining.

‘‘ From independent research on
200 luxury goods businesses
Thomas Lyte last year
recorded a 17% above average
gross profit to the industry.’’
Kevin Baker
Thomas Lyte Founder

Thomas Lyte wanted to create a retail experience
that epitomised luxury, quality and excellence.
‘i-am’ designers had the challenging task
of translating their philosophy and personality
into a rich visual expression and retail experience.
Due to the age, size and configuration of the store
there were constant design challenges
that had to be sympathetically resolved.
The Flagship store represents the tangible face
of the Thomas Lyte personality thus creating
a suitable foil, worthy for its crafted luxury products.
The store represents a key stepping stone
in the luxury retail brand strategy and from current
results, is well placed for the future.

‘‘ ‘i-am’ fully delivered against

our brief and exceeded our
expectations. They provided
good strategic thinking
combined with solid operational
know-how and a pragmatic
approach to retail.’’
Ricardo Bellini
Managing Director

‘i-am’ were asked to think of both short
and long term solutions and given full scope
to think ‘out of the box’. By first using their
evaluation process to review the Diesel brand
experience across the UK network, ‘i-am’ were
asked to recommend a series of brand
development principles that would once again
rebuild Diesel’s maverick status through
innovative and unprecedented retail design.
Based on research findings and by considering every
aspect of the Diesel customer experience ‘i-am’ have
outlined a UK retail strategy to ensure Diesel regain
their edge through their store experience.

GUERRILLA STORE

Guerrilla Store

‘‘ We created the T•box brand
together and it was an
amazing job. I hope to work
with ‘i-am’ team again in
the future.’’
Dogan Kasikci
General Manager, T•box

T•box is the original brand of Boyner/Aymarka Group
and has been reincarnated through the collaboration
of both the London and Istanbul design teams.
‘i-am’ created the new brand for T•box
by developing a new identity, brand communication
and store design concept. ‘i-am’ have taken the new
T•box identity to shopping centres and high streets
all around Turkey and it seems to be causing
quite a stir!
The brand continues to grow by gaining a new
stream of loyal fans and we are sure that T•box will
continue to stand out in the Turkish retail market.

Cashier Desk & Product Display

‘‘ We were thrilled with the

hard work and dedication
that ‘i-am’ showed in the
Oxford Street store opening
and wouldn’t hesitate to work
with them again.’’
Head of Marketing
Vero Moda

‘i-am’ created the launch campaign for the flagship
Vero Moda store in London. Centered around one
core concept – the ‘Fill it for Free’ Gold Bag, 300
of these were hidden around London, select online
media and fashion blogs. Finders of this elusive
bag could access the store and literally fill it for free
on the opening day. This theme fed the integrated
marketing campaign across social media platforms,
PR, on and offline media, guerrilla marketing stunts
and a packed event schedule. A key element to
the campaign was the product placement strategy
with London’s top fashion bloggers and influencers,
yielding 100% conversion rate online.
Within just a few weeks ‘i-am’ generated thousands
of followers online, hundreds queuing down Oxford
Street prior to launch, coverage in the top 20 media
titles as well as over £500,000 worth of
press coverage.

Fill It For Free: The Golden Bags

‘‘The new approach from ‘i-am’

successfully built awareness of
the Newburgh Quarter.’’
Marketing Manager
Newburgh Quarter

‘i-am’ were commissioned by long-standing
client Shaftesbury Plc to increase the footfall
in Newburgh Street area – a cluster of streets
parallel to the famous Carnaby Street, known
for its independent boutiques.
‘i-am’ created an integrated marketing campaign
to generate awareness for the area globally
and locally.
The ‘Wish You Were Here’ pop-up shops were
specifically created for this need.
The campaign physically swapped Newburgh
Quarter neighbourhood with its parallels in New
York’s Lower East Side – a like-minded area also
known for its cutting edge retail and creative
community. Complete with in-store performances,
limited edition products, fashion shows and street
parties on both sides of the Atlantic.
This new approach increased footfall to the area
and sales growth for the participating stores.

Pop Up Show & Vehicle Branding

TOTTENHAM
COURT ROAD
9 min walk to
Newburgh Quarter

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Postcards
PICCADILLY
CIRCUS

PICCADILLY
CIRCUS

6 min walk to
Newburgh Quarter

6 min walk to
Newburgh Quarter

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Discover the most diverse collection of independent
boutiques, cafés, concept stores and traditional English
pubs in the West End.
carnaby.co.uk

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THE NEWBURGH QUARTER is the design district
that connects Carnaby to Soho – encompassing the
historic passageways of Newburgh St, Marshall St,
Lowndes Court, Marlborough Court, Foubert’s Place and
Ganton St.

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Discover the most diverse collection of independent
boutiques, cafés, concept stores and traditional English
pubs in the West End.

S

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TR

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THE NEWBURGH QUARTER is the design district
that connects Carnaby to Soho – encompassing the
historic passageways of Newburgh St, Marshall St,
Lowndes Court, Marlborough Court, Foubert’s Place and
Ganton St.

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9 min walk to
Newburgh Quarter

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3 min walk to
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TOTTENHAM
COURT ROAD

‘‘ ‘i-am’ created a concession that

was unique & bold and also
strengthened our position within
the beauty department.’’
Marketing Manager
L’Oreal

‘i-am’ were commissioned to design a range
of concession retail formats, in a range of host
locations, for Giorgio Armani cosmetics or
fragrances, or both. ‘i-am’ understood the
principles of the Giorgio Armani brand and applied
these to a level of fine detail individually according
to the unique peculiarities of each scenario.
Working closely with the team at L’Oreal, ‘i-am’
developed a set of distinctive visual elements
and design language to reflect the qualities
of the Giorgio Armani brand. ‘i-am’ visualized
solutions for each location, detailed these
for construction and implemented them.
The work has enabled Giorgio Armani to establish
its position at the prestige end of cosmetics
and fragrance sector and to deliver strong sales
performance. Through the strength of their simple
distinctive design the sites stand out among
the confusion of department store beauty halls.

‘‘ ‘i-am’ responded with a brilliant retail

design solution for the changing needs
of travellers and the new commercial
landscape of the next decade.”
Media & Relations
DAA

‘i-am’ were also asked to recommend a strategic
way forward to bring brand clarity and commercial
appeal to all future DAA retail formats at all its airport
operations around the world.
‘i-am’ created a new brand lead retail proposition
communicating clear messages on a functional level
with an ability to engage with customers on a more
emotional level at the same time. The Loop was
the perfect solution offering travellers and airport
shoppers a totally new and welcome experience.
The brand can now look to the world’s best retailers
as its comparative set. The brand application includes
seductive advertising campaign, large scale LCD
billboards, a 150 metre sculptural navigational ribbon,
stylised store frontages, information desks
and retail packaging.

The Future of Airport Shopping

Brand Mark



Dublin Airport

Dublin Airport

Dublin Airport

Posters




















Collaterals


























































DRINK S • F O O D • E V E NT S
A B O UT US • CO NTA CT US

COME &
R EL A X

Dublin Airport

Lak w at s a, 7B l enhei m C r es ent , London W 11 2E E
Tel + 00386 3986 E i nf o@ l ak w at s a. c om

Website
Website

Check our some
of our very favourite
Global Brands
all of which
can be found
in ‘The Loop’ Dublin.

‘‘ ‘i-am’ creatively interpreted our brand

values in the store design, which led to
a remarkable increase in sales.”

Head of Marketing
Firetrap

Considered to be one of the edgier fashion
brands in the UK, Firetrap are continuously looking
to stay ahead in terms of creativity, credibility
and brand experience.
‘i-am’ were engaged to update the look and feel of
the Covent Garden and Leeds stores with a creative
take on ‘wrath’ from Firetrap’s long-term ‘Seven
Deadly Sins’ media and marketing campaign.
An edgy dark humour was brought to the
experience through the conjuring and manifestation
of a bizarre haunted forest populated with sinister
pagan characters.
The eye-catching, much talked about window
schemes and in-store treatments brought back
the lost art of retail display, and had a dramatic
positive impact on footfall and sales.

‘‘‘i-am’ gave us a tailor made brand

story for our range of sports shoes
of the future.”
Head of Marketing
MI Adidas

‘i-am’ worked in close partnership with the
Adidas marketing and product development
teams in Germany to develop a clear brand
communication strategy and new Mi Adidas
visual language.
The new sub brand encompassed the
generation and expression of the Mi Adidas
story, values and product range throughout
all branded communications.
With the launch of the new fully integrated
Mi Adidas brand language and in-store
experience the new concept is building a new
level of relationship between the consumer
and the Adidas brand. ‘i-am’ are continuing to
work closely in partnership with the sportswear
giant on their ongoing development programme.

X-MOD 23
X-MOD 23

X-MOD 23
X-MOD 23

Posters

Environment Graphics & Collaterals

‘‘We are really happy with the results
that ‘i-am’ have produced.”
Representative
McArthurGlen

‘i-am’ generated an integrated strategy based
around a touring pop-up store. Showcasing an
exclusive collection of men’s & womenswear by
award-winning fashion designers Carolyn Massey,
Matthew Miller & Rachel Barrett the store popped
up in key retail locations including London’s Covent
Garden, Manchester’s Spinningfields and Glasgow’s
Princes square. The touring schedule included
four events over London Fashion Week, exclusive
Bloggers events and private press & VIP events for
McArthurGlen’s clients.
The ‘i-am’ Beyond team not only generated
an integrated marketing campaign but also
implemented a complete strategy, production
and roll out for the Pop-Up itself. ‘i-am’ were tasked
with the entire project from conceptualisation to
shops management, location sourcing, managing
& promoting parties, collaborations with fashion
bloggers, sourcing & managing staff, stock & sales.
The team continue to work together on future
pop-up concepts linked with the brand.

‘‘We love the enthusiasm & energy of our
new identity.”
Head Marketing Manager
Svetski

‘i-am’ were asked to develop a strong new brand
image and retail experience that would enable Svetski
to connect with a younger consumer so establishing
the Svetski name as a credible youth brand both in
Russia and internationally.
‘i-am’ worked with the Alba team on every aspect of
the Svetski brand experience including brand strategy,
brand positioning and brand expression.
The dynamic new brand language and tone of voice
were designed to reflect the pace and energy
on the brand while the vibrant new retail formats
perfectly captured it’s youthful spirit and sense
of adventure.
With the opening of its first stores in Moscow
the Svetski brand is starting to establish a loyal
and youthful following with a growing army of
young Russian cool hunters and the less affluent
fashion worshippers all making Svetski their label
of choice. The brand’s new young admirers seem
to appreciate the emergence of a new more
accessible Russian brand that offers design with
attitude and affordable cool to rival the more
established international favourites.

We would love to hear from you...

Mumbai

London

Istanbul

‘i-am’ mumbai

‘i-am’ associates

‘i-am’ istanbul

4th Floor, Shivraj Heights
14th Road, Khar (West)
Mumbai – 400052

66 Leonard Street
The Old School House
London EC2A 4LW

Serdar Ekrem Sokak
5/2 Galata
Istanbul

+91 22 26487302

+44 (0)20 7613 4114

+90 212 252 99 40/45

Udit Bhambri
udit@i-ammumbai.com

Freya Wileman
freya@i-amonline.com

Selin Ileri
selin@i-amistanbul.com.tr

The Brand Experience People: An Introduction

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The Brand Experience People: An Introduction