• Multiple locations, U.S.
  • Specialty retail

Recrafting an American original

The iconic 96-year-old upscale shoe manufacturer and retailer, Allen Edmonds, partnered with MG2 to redesign its in-store experience to align with their rebranding initiative. The new environment fuses industrial elements (a nod to the brand’s nearly century-old “made in the USA” heritage) with modern details, accenting the artisan craftsmanship of the footwear. 

Elements of Allen Edmonds’ Port Washington, WI factory – where all its shoes are produced – are stitched into the customer experience through furnishings, finishes, and visual merchandising.

The integrated approach elevates the brand using a modern design language that feels high-end and radiates authenticity.

Allen Edmonds’ products are heirloom quality pieces that should last a lifetime if cared for properly. In that way, the value of quality and enduring style for each pair of shoes becomes immeasurable. The fresh store design from MG2 communicates that brand promise, differentiating the company to a new generation in an era of fast-fashion.