What would happen if you took a quintessentially British department
store, and exported it to New York? Marks & Spencer New York City is
the result of research into cultural identities, national imagery and
iconography, and of course, retail fashion. This project manifested as
three alternate concepts, each with a different approach to brand
personality, audience, and marke
The Red Route is a more downtown brand, influenced by pop art and
counter cultures. This is a down-market brand intended as nightlife
clothing for a younger, urban audience.t.
The Black Route is a traditional 7th Ave. fashion label, focusing on
business clothing. It is a mid-market brand drawing ties to London’s
The Brown Route is an upscale, outdoor brand. This is the most
traditional, tying in icons of heraldry and European aristocracy to a
modern New York brand.
In all cases, the project explored the use of brand patterns,
sub-branding, visual style, photography, advertising, in-store and
signage, retail packaging, and other aspects of the brand.