For over 100 years, the Wrangler brand has embodied the spirit of people who work hard and play hard with courageous individuality – the essence of Cowboy Cool. When Wrangler, the denim brand rooted in its heritage of the American West, identified an opportunity for a six-week pop-up brand activation experience in Los Angeles for Fred Segal, the iconic fashion-forward lifestyle retailer, we were asked to saddle up and ride with them through the entire journey from ideation through implementation.
Bergmeyer’s extensive experience with turning brand values into immersive environments guided our approach to creating an environment that brings together two fashion icons with rich legacies of bespoke collaboration with musicians, artists, and celebrities. Featuring decades of cultural significance throughout Wrangler’s history, the brand experience at Fred Segal is an engaging celebration of Wrangler’s heritage with modern style and fresh attitude.
Our first task was to assess the opportunities by digging deep into the rich legacy of the Wrangler brand. The concept for the Wrangler experience at Fred Segal was envisioned as an immersive interpretation of four of the brand’s pivotal decades in history: the 1920s, 60s, 70s, and 80s. We created a flexible framework to allow the store merchandise, graphics, and decor to be changed three times throughout the duration of the activation to highlight these different eras in the brand’s history. Each decade needed to remain easy to swap out, yet visually impactful to give shoppers a reason to return and experience the brand anew.
An exploration of the brand led to the design of a larger than life brand timeline to anchor the space and visually tell the story of the company. Each decade’s attitude comes alive through images of patterns and textures from archival products and vintage advertising campaigns with a Wrangler logo that changes out to depict the ethos of each era – transporting customers back to a time in history.
Celebrating Wrangler’s recognizable presence from rodeos to Woodstock, we used event scaffolding to feature one-of-a-kind limited edition product inspired by a modern interpretation of the featured era. Creating the visual merchandising, creative content and copy for the activation, our team married products of unique patterns, colors and textures with Wrangler’s foundational denim pieces and washes.
Matching the level of immersion of the activation was the breadth of services provided by Bergmeyer. We were entrusted by the Wrangler brand with concept development and strategy, merchandising strategy, environmental graphic design and in-store communications, launch party concept development, documentation, project management of the implementation, and oversight of installation. Through this comprehensive level of service, our team was able to ensure that no detail was un-explored, and every touchpoint left the customer with a fresh perspective on the already iconic Wrangler brand.