Wrangler’s rich heritage and the continued relevance/omnipotent popularity of denim in all levels of fashion gave us much to draw on and more associations with - from the American railway workers and cowboys who originally wore Wrangler denim to the craftsmanship of golden era America.

While the location on Lamb’s Conduit Street was only temporary it was our intention to create a feeling of lived-in permanence.
Sanding 10 years of black gloss from the floorboards to reveal the original wood floors, using traditional gilding sign writing methods and tracing a vast array of vintage pieces, which we then embellished we developed an environment which was not only visually intriguing on a an experimental level but which clearly underlined the traditional skills and high level of craftsmanship which underpin every piece within the Blue Bell collection.
Extending that understanding of product into the space (and therefore to the brand itself) the pop-up store echoed the Wrangler brand ethos of blending vintage quality with modern styling. From embroidered vintage luggage to repurposed steel rails, the overall effect was one of approachable luxury.

The pop-up shop attracted a significant level of press coverage including Superfuture, Dazed Digital and a host of influential fashion blogs.
Our concept is now being used as a benchmark for rollout in all countries running the Blue Bell line.


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