Cuple is a homegrown footwear brand. The store had to be iconic. It had to not only compete with luxury brands but also be perceived as a fresh take to make it stand out from the luxury brands. Furthermore, Cuple wanted to create a new identity from here on and make this new retail store the flagship store to define the brand's future direction. While being bold, the design language also had to speak of elegance & sophistication which was in congruence with their customer profile.