Leem Modest Fashion Store in Riyadh, Saudi Arabia by Public London Limited

Article source: Public London Limited

New London-based creative agency Public has delivered a complete brand identity for Leem, a modest fashion label launching in Summer 2018. Leem is headquartered in Saudi Arabia and debuts with six mall-based stores in locations across the Middle East, as well as an e-commerce site.

Making confident steps into the rapidly growing global modest fashion market, which is estimated to grow to an annual spend of $484 billion (£398 billion) by 2019, Leem is a design led, accessibly priced, high quality label which takes its creative cues from contemporary high fashion.

Image Courtesy © Public London Limited

• Architects: Public London Limited
• Project: Leem Modest Fashion Store
• Location: Riyadh, Saudi Arabia

Image Courtesy © Public London Limited

Public’s identity for the brand takes inspiration from the refined feel of Leem’s own collections. A considered palette of white, rose gold, polished concrete, pale wood, mahogany and three shades of green – led by a soft signature pistachio – is applied throughout the interiors, and is carefully referenced in the branding and graphical assets.

Working in close collaboration with the Leem senior team, Public proposed an elegant logo employing slim lines and curved forms which would be visually complimentary in both English and Arabic. Employing a fresh, clean palette of green and white, the work takes in all graphical assets, from in-store collateral (including point of sale materials, signage, staff uniforms and display tools such as a custom-made branded garment hanger), to e-commerce packaging (including custom ribbon and tape), look books and corporate presentations. Carefully considered accents, including the judicious use of rose gold and the creation of a motif inspired by hand-stitching, reflect the restrained application of the material palette in the retail environments.

Image Courtesy © Public London Limited

Image Courtesy © Public London Limited

The aim for the 150-200 sq m stores is to create a calm and tasteful boutique atmosphere with echoes of the luxury fashion retail experience; to achieve this, Public adopted an approach which prioritises comfortable customer circulation and incorporates long, slim, uncluttered rails and display tables. A sense of transparency and spaciousness is created by the curved glass frontage with views directly into the store, with a partially transparent cocoon structure in blonde timber serving to draw the eye in. Curved pearlised plaster-finished walls around the internal perimeter are washed in soft light, providing a subtle backdrop for Leem’s collections.

Image Courtesy © Public London Limited

Image Courtesy © Public London Limited

Simon Parkes, creative director of Public, said: “Our work with Leem is the result of a truly collaborative approach between the Public creative team and our client. We work best from a place of open communication and exchange, and this synergy is evident across our creative work on this project. We’re delighted with the detail, quality and gentle simplicity of the results.”

The founder of Leem said: “Working with Public has been a tremendously enjoyable, inspiring and creative experience. From the outset, we freely exchanged ideas and references to shape all aspects of Leem as a brand, and we’re thrilled with the outcome.”

Image Courtesy © Public London Limited

Image Courtesy © Public London Limited

Tags: Riyadh, Saudi Arabia

Categories: Interiors, STORE

This entry was posted on Wednesday, January 2nd, 2019 at 4:54 am. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.