YR Store was originally a sub-brand of digital experience innovators, YR (formerly Lumacoustics). It started as a retail concept showroom on Carnaby Street, London. After a successful launch and its arrival to Boxpark in Shoreditch, we were asked to reposition the brand for a more fashion-savvy audience and put it through a visual overhaul ready for its relaunch at Topshop’s flagship store at Oxford Circus.

We approached the project with a rigorous research and brand strategy exercise to capture the essence and unique nature of the brand. Working alongside the YR Store team, our mission was then to define the world’s first live design and print fashion brand.