Smets Concept Store
Branding for 4500 sqm concept store
Sector — Retail + Hospitality + Sport
The Smets store is a city in its own with an editorial approach to retail. Under one roof, they select the best fashion and design brands, feed the crowd with a star restaurant and bar. For them, have have created a full identity system. Smets Branding has won the awards of “Best Branding” & “Best of Show” at The Brand Impact Awards 2014.
To bring the retail concept offer under one identity, we have created the SMETS typeface. Applied to all of the shop floors and services, the typeface is an ode to understated luxury.
From business cards to restaurant menus and signage, everything was conceived under the strict control of simple rules.
The signage is made of metallic laser cutting and spray painting on concrete.
The result won best branding for retail at the Brand Impact Awards London 2014.