Rig is a mid budget clothing brand with a range that is trendy, bold and sporty

Rig designs trendy and reasonable apparel. The brand experience constitutes utility, outdoor and casual lifestyles. Their clothing is oriented towards the free-spirited individual, ever-ready to travel and explore. To develop the store, a design strategy had to be formed around the idea of community, oneness, and freedom. The brief was to establish binding identity anchors for a user-group that is connected by choice of apparel.

The retail space is designed around the idea of community, oneness and freedom. The foundation consists of establishing binding identity anchors for a user-group, one connected by choice of apparel. The anchors are blended in the retail space to calibrate an experience that connects them as a tribe; in-turn strengthening brand association. The retail design’s touch points consist of the display space and merchandise. The brand experience is later contextualised by the utility and material. Visual merchandising is built around silhouettes, evoking the duality of urban life, and the materials employed are kept in their raw form. Elements are kept movable to facilitate flexibility. The brand experience is accentuated by the retail space’s hosting of bikers, trekkers, and photo-clubs for events.

The anchors are blended in space that creates an experience that will connect them as a tribe; in-turn strengthens the brand association.