Bringing the Merchant Collection to Life Visual Merchandising for a Mature Audience at Superdry Berlin

In November 2023, I had the opportunity to work on a special project at the flagship Superdry store in Berlin, where we launched the new "Merchant" collection. This collection was designed with a more mature audience in mind, and our goal was to create an experience that resonated with them while staying true to Superdry’s core aesthetic.

One of the biggest challenges in this project as a Visual Merchandiser was striking the right balance between sophistication and the youthful, casual vibe Superdry is known for. We wanted to attract an older, more refined customer without losing the brand's dynamic energy. So, I focused on creating a space that was both contemporary and elevated, mixing bold elements with more subdued, classic tones to appeal to the more mature demographic.

For the visual setup, we played with clean lines and elegant, high-quality materials. I integrated premium fabrics from the "Merchant" collection into the displays, creating a premium yet approachable feel. We also introduced lighting that added warmth, making the space feel inviting and comfortable.

Another challenge was the window display. We needed something that could grab attention from the street while showcasing the collection’s timeless appeal. I decided to use layered props and subtle textures to tell a story of travel and exploration, evoking a sense of adventure while still catering to a more sophisticated taste.

It was a tough balancing act to design something that felt fresh and modern while appealing to a more mature shopper. But in the end, the space came together beautifully, drawing in our target customers and providing them with a shopping experience that felt tailored to their lifestyle. The launch was a success, and it was a great learning experience in adapting the brand's visual identity to reach new audiences.