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HUNTER LANDS ON REGENT STREET: Hunter, the British brand famed for its Wellington boots, has opened its first flagship on London’s Regent Street, a sprawling, 5,300-square-foot space which launched with a soft opening last week. And the store, which will have its official opening Nov. 19, pays homage to Hunter’s affinity for both town and country, with a design that blends rural motifs with contemporary details. A large metal barn structure is set up on the store’s ground floor, with its roof reaching into the window display, while Wellington boots in a rainbow of colors are displayed against an illuminated image of a dry stone wall. Meanwhile, a five-meter LED screen that spans the first and ground floors will display footage from Hunter’s London Fashion Week shows and its campaigns. Unsurprisingly for a label founded on rain boots, the store also makes a feature of the British weather — the LED screens will display weather updates from around Britain, while a “soundscape” to create the atmosphere of that weather will play in the store, and the lighting will also mimic the climate outside.

The store will carry the men’s and women’s Hunter Original collection, which the label shows at London Fashion Week, and the Field Collection, Hunter’s performance line, along with children’s designs. Alasdhair Willis, Hunter’s creative director, developed the store design together with Checkland Kindleysides, a British design consultancy, and the label said the design would be the starting point for future stores and shop-in-shops. Willis commented: “This ambitious new store concept starts to clearly deliver a retail experience that represents the brand’s exciting new vision and future.” James Seuss, chief executive officer of Hunter added: “It was important to establish our first retail presence on London’s Regent Street…staying true to our heritage as a British brand.

 

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