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Allen Edmonds is nearly a century old, making high-quality leather shoes for men from their factory outside of Milwaukee. This collaboration is the newest version of retail spaces for their expanding sales effort across the country and in China. The marketing team came to us with a simple design brief: respect the core Allen Edmonds customer, while offering a modern, fresh environment that will appeal to a new, younger shopper as well. Our solution involves creating a blended approach, at once traditional in lines, yet fresh and new in material. The leather shoes are showcased in bright display cases made of locally sourced birch, set off on shelves of cork, recalling the craft of the shoes themselves. The entire display program is designed to be modular and therefore easily installed in a wide variety of locations with ease and minimal field adjustment, and yet project a truly custom appearance.