The new retail environment fuses historic industrial elements with modern details accenting the artisan quality of Allen Edmonds' footwear.


Allen Edmonds, an iconic 96-year-old upscale shoe manufacturer and retailer, partnered with MG2 to redesign its in-store experience to align with a rebranding initiative. The new retail 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 woven into the customer experience through furnishings, finishes and visual merchandising.

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

Location /
Multiple locations
United States
Size /
1,200 SF
Client /
Caleres, Inc.
Services /