The location of Rheged makes it a real attraction for the English Lake District, and it gets many visitors to the Lakes from all over the world. However, its proximity to the hiking capital of England means there is a lot of competition very close by. For this reason, the Outdoors shop had to differentiate from other specialist stores.

As a brand-led shop, it needed an extra special edge, and the decision was taken to create that within its interior fit-out. The idea began with the design of an innovative and flexible shopfit system that represented the brand, as well as being customer-friendly and workable for the staff.

We invented a modular display system with galvanised hand railings so Outdoors could easily change the display to suit the season or range. Rough-sawn painted timber became the mainstay of a hanging system, and to complement this, we used timber doweling to create a separate display for boots and trainers. The dowels can be individually removed or added to suit the product. To increase the industrial look of the shop – and to help with its long-term durability, we used polished screed flooring.