Salomon
See how D4R partnered with Salomon to create a scalable European campaign concept, translating the brand’s energy and outdoor spirit into a consistent retail experience across multiple markets.
Shaping New Futures
Creating Global Guidelines for Salomon
the conceptual brief
D4R partnered with Salomon to translate two distinct global brand visions into cohesive, high-impact in-store environments across their international retail estate. Plugging into comprehensive retail guidelines, the D4R team focused on bridging the gap between high-level creative concepts and functional, scalable executions.
By developing detailed visual merchandising toolkits for both the “Gravel” and “Alpen Blossom” campaigns, D4R delivers immersive, on-trend consumer experiences across a spectrum of store formats
The idea
The creative core of these projects was defined by two vastly different visual languages. The Gravel campaign, titled “For Off-Track Minds,” utilised raw, tactile elements to evoke the outdoor spirit, using materials like white gravel, artificial grass, and heavy ropes to create a sense of movement and adventure.
Conversely, the Alpen Blossom campaign, translated by D4R into “The Zeitgeist Florist,” embraced a “Bodega Energy” characterised by floral abundance and the playful repurposing of ordinary objects. This idea combined the high-fashion influence of a boutique flower market with Salomon’s technical footwear, using DIY elements like branded buckets and taped floral stems to create an environment that felt premium, approachable and aimed directly at the campaign’s young, trend focussed target market.
The strategic challenge lay in maintaining the emotional resonance of Salomon’s global marketing while providing local markets with the practical tools needed for successful implementation. The Gravel campaign strategy focuses on expanding the brand’s global presence by pivoting toward the everyday runner who values high-function comfort and a relaxed, social lifestyle, like running for pizza over traditional high-performance intensity. This required a seamless transition from the window concepts developed by external agencies to a fully realised interior journey.
The Alpen Blossom campaign targeted a trend led demographic, necessitating a shift toward a lifestyle-led, aesthetic-focused approach. D4R’s strategy was to lead the internal store activation first, creating a concept toolkit that defined the campaign’s physical language before it was adapted into window displays, ensuring the product story remained the primary focus of the retail environment.
realisation
D4R brought these concepts to life through a series of meticulous design refinements and visual merchandising toolkits. For the Gravel rollout, the team adapted and elevated existing wall bays and launch zones. Footwear was suspended from ropes wrapped around metal frameworks, paired with ribbed tile effect podiums and campaign-specific graphics. Every element was designed for scalability, from the 6-bay wall sets to midfloor cross-merchandising tables.
Alpen Blossom
For Alpen Blossom, the realisation focused on layering and transparency; shoes and socks were showcased on clear acrylic displays printed with pink sky and floral motifs to create a three-dimensional effect. By integrating large, branded buckets of flowers with sleek white podiums and mirrored pedestals, D4R successfully translated the client’s brief into a tangible retail reality that the client felt perfectly captured the campaign’s spirit.
Gravel
Both campaigns were delivered collaboratively with the Salomon team, culminating in a detailed guideline document received by store teams around the world, ensuring consistency across markets and an elevated, on-brand campaign translation.
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