TOMS

This specific store is based in Durban, South Africa therefore communities within the Durban and surrounding areas were selected as the receivers of TOMS charitable actions. The Bhambayi Community will receive school shoes for the children, the Street Shelters in town will receive casual footwear and the Bulwer Community located in Underberg will receive warm winter shoes for the very cold winters.

The brand's meaningfulness has been extended throughout the design of the space. This has been achieved through the implementation of large screened areas within the design to showcase how the customer's charitable actions of shopping for a pair of shoes has produced a positive impact on the communities around them. Additionally, a loyalty program has been established to encourage customers to donate an old pair of shoes and receive a reward on the app interface, with a donation station being located at the point of sale counter alongside iPads for the customers to use to log their donations and receive their rewards.

The entire space has been designed to encourage customer interaction with both the brand and the physical store. The Tag Lab is a space where customers can come, sit down and design their own shoe tags, whilst the Bag Lab has a similar concept but is located in the TOMS Coffee Roasting Co so that customers can sit with their friends and design their own shoe bags. Additionally, there are photo opportunities throughout the store with a foam ball pit for kids to play in and parents to snap a few pictures of them in it, an interesting wall mural with the "One for One" slogan on it and large mirrors for a mirror selfie with the store in the background.

As this is the South Africa Flagship store that is being designed, certain design elements within the store have been designed to allude to patterns that are found within South African cultural groups, such as Shwe Shwe fabric, and patterned design that have been inspired by the Ndebele and Xhosa cultures.

This space has been designed to excite the customer, their partners and their kids. We want them to come back again and again because of the experience they had and the rewards they reap (both in the happiness found when helping others and the loyalty program).