The Shoe Box | Pedder Red Flagship Store

For the Pedder Red flagship store, Neri&Hu sought to create a captivating brand image through interior architecture by questioning retail design conventions while simultaneously fulfilling the desires of style-savvy shoppers.

The design concept revolves around one bold insertion – the stained-oak wooden “box” that stands vertically through two stories. This structure provides a strong visual identity while creating warmth with its wooden weaving, reminiscent of shoe stitching. Various punched openings reveal a luscious red world inside, hinting at a seductive inner sanctum. It functions as the main storage area for the shoe store, normally hidden away as an after-thought. The red storage sanctum becomes the pulsating heart of the store.