The brief was to design a shop in shop for Parx, a men’s smart casuals brand. After studying the brand and the product, we realised that they have monthly thematic offerings that don’t receive enough attention in the MBO environment due to the lack of space. The shop in shop was thus designed to address this need by providing a dedicated highlight area where these themes could be expressed.

The design comprises of a completely modular display system. The puck system has been modified and used to create a rhythmic circular pattern on the backwall, which adds dynamism and movement to the display, adding to the youthful and casual nature of the brand. The highlight area can be used for visual merchandising, thematic displays, branding or stacking