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Project: The Wrangler Roadhouse

Design: UXUS
Opening date: September 2016
Store size:  144 sq m

Jeans manufacturer Wrangler has unveiled a revamped retail offering in Bangkok in the form of The Wrangler Roadhouse. Designed by UXUS, the Bangkok store is the pilot roll-out, with further store openings planned in the region.

UXUS addressed the challenge: how do you take an iconic American brand with an original cowboy heritage and translate this authenticity to the Asia Pacific tastes in a premium and accessivle way? The design agency leveraged a unique consumer insight that in Asia a motorbike rider is the modern day cowboy.

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The Wrangler Roadhouse captures the spirit of biker hangouts where riders share their stories, passions and buy new gear. Going beyond a retail store, it is the destination for a new generation of denim lovers to connect, explore and discover the latest denim culture.

UXUS created a one-of-a-kind, iconic design language inspired by biker hangouts, with subtle nods to the Wrangler W monogram that creates a premium framework to hold rich product stories with signature lifestyle biker props designed by the design agency.

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The cash desk area located at the back of the store is transformed into a social hub and showcase for Wrangler's highly successful crowd sourced biker challenges, streaming the latest UGC footage from fans.

The result is an iconic and premium social hangout that brings together Wrangler's American essence and aspirational lifestyle that speaks to local tastes.

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UXUS also designed a new brand monogram to create an iconic and instantly recognisable Wrangler hallmark for Asia that can be understood without translations. The monogram becomes a signature 3D signage device that leads and guides customers through the store.

The team also created visual merchandising and communication guidelines for the region, using simple and contemporary biker props branded with the Wrangler monogram to ensure an instantly recognisable brand presentation across all markets in Asia.

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