Design showcase: New store format for shoe brand Hotter

UK shoe brand Hotter has launched a new store format, at a store in Northamptonshire shopping centre Rushden Lakes.

The brand appointed Caulder Moore to design the new concept, with a brief to modernise and elevate the interior, and to help Hotter to grow internationally by raising its profile among consumers.

The project saw Caulder Moore work on a strategic framework that included the development of a new brand proposition for Hotter, to ensure consistency and alignment across the business. A new proposition of ‘comfortable life performance’ has been added to the brand’s identity to reflect key product attributes, and to appeal its core audience of 50+ baby boomers.

‘Joyful moments,’ or hot spots and areas designed for exploration, feature inside the store. Social seating areas and lifestyle cues seek to reflect and connect customers, in a clean and contemporary interior.

Caulder Moore describes the stores as being “designed through the lens of stylish wellbeing”. The store features the first Hotter Comfort Lab, which communicates the mix of craft and technology in the shoes with three performance icons; these represent the promise of fit, bounce, and flex in every shoe.

 A leather panel featuring the anatomy of a shoe to emphasise the message of craftsmanship, while further panels of recycled leather are wrapped around plinths to create tactile surfaces. A digital screen at the rear of the store will be used for brand storytelling, and to show a new Hotter TV campaign.

The brand’s UK credentials – it was founded in Lancashire in 1959 and still manufactures all of its products there – are emphasised with a deconstructed Union Flag at the back of the cash desk.