Client, Year
ATTN: x Madewell Circular Store, 2021
Services
Logo
Identity Development
Branded Environment
Supergraphics
Interpretive Graphics
Website
Social Media
Illustration
Motion Graphics
Brand Applications
Awards / Press
Fast Company’s World Changing Ideas Finalist, 2022
Fast Company
Forbes
The Wall Street Journal
Madewell Circular Store
Rethinking how retail works
To celebrate the success of its sustainability initiative Madewell Forever, Madewell partnered with thredUP to open the Circular Store in Brooklyn, N.Y. The pop-up, the first of its kind, offered shoppers preloved Madewell clothing, custom tailoring services, and educational opportunities about the power of circular fashion. Ashton worked with ATTN: to bring the store to life, designing everything from the entrance experience to the tags.
The pop-up was on the second floor of a pre-existing Madewell store. To guide guests to the space, form had to follow function: the shop’s identity needed to introduce the Madewell Forever brand, highlight its innovative partnership with thredUP, and differentiate it from the first-floor men’s store.
To aid with wayfinding, a hanging banner at the entrance announced the circular concept, while the phrase “forever starts here” at the threshold let guests know they were walking into something special. Inside, graphics at and in the elevator set the tone for an uplifting, inclusive shopping experience.
In the store, concrete and steel offset the pigmented floral arrangements, warm textures, and tone-on-tone decor. The visuals were inspired by urban environmentalism, which seeks to find natural beauty in the midst of manmade places.
Unlike a typical retail experience, the store features three central, round tables to reinforce to visitors how they can participate in circularity: buy clothes made to last, shop preloved, and mend to extend use. Displays run the length of the store; a tailoring station, dressing rooms, photo booth, and check-out counter complete the space.
In keeping with the preloved theme, love notes were scattered throughout the store. QR codes provided additional details and statistics from thredUP on how buying preloved can make a big impact.
Custom mirror graphics in the fitting rooms encouraged shoppers to share their finds on social media. As the store was a pop-up, these images helped create a groundswell of interest and foster an “in-the-know” vibe.
Before leaving, shoppers were encouraged to take home a closet clean-out kit, thredUP’s signature way of encouraging people to continue to pay it forward. Repurposed deadstock tote bags were also available for shoppers to hold their goods.
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Madewell Forever
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