A design concept that evokes a modern west coast attitude and lifestyle from a European
perspective. Clean living health conscious, beautiful people living a fast outdoor lifestyle, driven by the desire to be youthful, desirable and successful.
 
The architecture was clean contemporary, dynamic, and confident with large expanses of glass and cool aerodynamic sculptured shapes emulating the modern ethos of their culture and the light and space of the iconic architectural language of the West Coast.
 
Strong brand icons were developed in the 3-D polished logos, impressive revolving merchandise entrance doors, double height space, dynamic use of lifestyle images, cool expanses of glass merchandise units, innovative display techniques, three-way viewing screens in fitting rooms, large video jeans walls and the colourful use of pop art culture.

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