RPA:vision sings off on Wakeley signature stores

Leading retail expert rpa:vision has just completed store-in-store concepts for Amanda Wakeley at Harrods and Selfridges.

Amanda Wakeley has been at the forefront of British fashion design since the launch of her signature label in 1990.

Over the last decade and a half she has developed an international reputation for designing supremely luxurious, elegant women's wear and accessories and is the winner of several awards including three British Fashion Awards for Glamour.

Amanda Wakeley's 'A' list clients include Scarlett Johansson, Coleen McLaughlin, Sarah Michelle Geller, Leona Lewis and Charlize Theron, who favour her chic simplicity.

Following the purchase by W Holdings, the private equity investment company, Amanda and her business partners are executing extensive plans for the global development of the company and the brand.

A new management structure is in place and will allow for international growth, retail expansion and the development of brand extensions.

Retail agency rpa:vision has been asked to work on the Amanda Wakeley retail identity and has created a concept that features bespoke furniture, display systems and specialist materials, all coupled with a monochrome palette to create an eye-catching chic environment that complements the luxurious clothing range.

Nigel Collett, creative director of rpa:vision, said: "The Amanda Wakely signatures are attention to detail, use of the ultimate in fabrics and perfection of cut.

"All this had to be reflected in the retail environment itself".

"Store-in-store environments are a special challenge as they are sited so closely alongside other world-class brands: there is even more pressure to get stand-out and a vivid 3D rendering of the brand than there is in a standalone store.

"I believe we have risen to that challenge thanks to our in-store experience with brands such as Tommy Hilfiger, Pink and dunhill".

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