Hush Puppies

Footwear towers to flagship stores: Unifying a brand across 3,000 retail spaces

Iconic since its inception, Hush Puppies has spent decades redefining the meaning of comfort, inspiring the embrace of color, and establishing itself as one of the world’s most recognizable footwear brands.

Having adopted an optimistic new visual identity and innovative approach toward technology, Hush Puppies partnered with MG2 to translate its new ideals into a modular retail format and global design guidelines.

Artfully blending facilitation and collaboration with rapid productivity

Retail experts at MG2 facilitated collaborative explorations with stakeholders on both sides to examine challenges and find solutions to strike a balance between the needs of individual stores and the needs of the business. From there, they worked together to quickly and simultaneously design a flexible merchandising kit-of-parts as well as develop documented brand benchmarks to ensure that every Hush Puppies experience, from standalone footwear towers to global destination experiences, have the same identity and personality.

Countless scalable combinations, one iconic brand

With a toolkit of on-brand modular design options and standards, Hush Puppies retail partners around the world have the flexibility to choose from a carefully curated, scalable combination of fixtures, flooring, shelving, furniture, lighting, ceiling baffles, environmental graphic designs (EGD), monitor display graphics, and more, all adaptable to specific locations and budgets.

In addition to concurrently designing three unique full-scale store formats, five shop-in-shop formats, and developing tiered standards for fixtures and furnishings, MG2 leveraged talents from its branding team to bring to life unique EGD, wayfinding, and signage, including a hand-illustrated wall covering featuring Jason: Hush Puppies’ iconic basset hound mascot.

These playful, vibrant elements can be found throughout Hush Puppies’ latest concept store in Jakarta, Indonesia: the brand’s first implementation of its new global retail design guidelines. The experience also includes a variety of technology-driven retail touch points, ranging from augmented reality games to Instagram Live shopping events, that help the company connect with a new generation of customers.