A Fresh Identity for a Heritage Brand
Osprey London - UK
What success did we aim to create?
Osprey London asked us to develop a standout retail concept for their new outlet store at ICON Outlet at the O2, London. The goal was to elevate the in-store brand experience, simplify the customer journey, and build a flexible store design that supports seasonal product rotation—all while reinforcing the brand’s affordable luxury positioning.
How did we create the success?
As a leading retail design agency, we crafted a fresh concept that embodied Osprey London’s core values—craftsmanship, premium quality, and British heritage. Our approach included:
- Splitting the 1,100 sq. ft. store into three zones with a central ‘heart’ showcasing smaller accessories and bestsellers
- Designing flexible store fixtures with fully adjustable shelving and modular displays for rotating collections
- Using raw-edged timber, oversized mirrors, and warm lighting to reflect authenticity and encourage browsing
- Integrating curated lifestyle graphics and elevated signage to strengthen brand experience
- Creating gender-specific zones with consistent visual language to streamline navigation
The result was a light, inviting environment that allowed Osprey’s curated collections to take centre stage, while delivering a consistent and memorable retail brand transformation.
What were the results?
The ICON Outlet store launched with strong commercial success, setting a new standard for Osprey London’s retail presence. The strategic focus on layout, lighting, and product storytelling led to increased footfall and dwell time. The store’s performance has informed the rollout of future formats, including international expansion starting with Zsar Shopping Centre on the Russian–Finland border.
