TOWER Retail Brand Positioning and Interior Design

TOWER London is a multi-brand family footwear business stretching back four generations, trading both on and offline. The team at TOWER London contacted I-AM to help modernise their brand and reposition it across the full 360-degree experience.

The first step was to identify where the brand sits now and draw from the TOWER London team where they wanted it to evolve, both commercially and creatively. Once the outlook and brand strategy were in place, a full 2D review of the brand placation was carried out and a new brand mark created and applied. The new brand was then rolled out in a new London flagship store TOWER119 on Wood Green High Road and online.

A Connection to Urban London Life

The store design highlights TOWER’s connection to urban London life and youth culture with the use of a strong palette of blacks, greys and yellows and textures of concrete and re-enforced glass. The space is also home to a custom-made LED-animated screen, an interactive media wall, and a community wall. The result is a truly differentiated footwear offer to rival the high street giants.

TOWER London won the ‘Independent Footwear Retailer of the Year’ award at the 2014 Drapers Footwear & Accessories Awards.