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<p>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. </p>
<p>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.</p>

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Museum Store and Café at the Museum of the American Arts and Crafts Movement

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Wrangler x Fred Segal

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We are a Design Collaborative of architects, strategists, brand specialists, interior and graphic designers. Inspired through partnership, thoughtfully creative, inherently curious and driven to fulfil our clients' needs.

Bergmeyer

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.

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…

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