Known for its matchless, humorous and detail-oriented clothing, Original Penguin is launching a new pop-up store in Aspen, Colorado. The 800-square-foot pop-up shop will offer a small peek into their newly strategized store concept that is inspired from a harmonious and high spirited aesthetic, which they have decided to aptly call a ‘mid-century quirky’ style.
The store design takes its cues from a post-modern theme all the while maintaining their originally iconic Penguin heritage and Aspen-inspired finishing touches – walnut wood textures in contrast to crunchy, bleached backgrounds to create a warmer attitude forms the leading ambience of the store.
Oscar Feldenkreis, Chief Executive Officer and President of Perry Ellis International that owns the Minneapolis-based Penguin brand detailed, “We are excited about the new store. Not only is it in a strategic location that appeals to our core customer but it rounds out our efforts in building our retail vision for Original Penguin.”
This news comes at a time when fashion and consumer retail is struggling with dwindling footfalls in their brick and mortar stores and brands are willing to do anything to save the sinking ship. So when a brand that is quintessentially famed for its classic American sportswear and contemporary fashion and sustains a sixty yearlong heritage of craftsmanship on its shoulders is looking at redefining its in-store communication strategy; it is definitely seen as a welcome change.
