Sorel
See how Design4Retail teamed up with Sorel to deliver an immersive, sustainable, and brand-led temporary installation for their London Sales Meeting, transforming a functional conference into an engaging environment grounded in the brand’s outdoor DNA.
grounded in the outdoors
We partnered with Sorel to deliver a temporary, brand-led installation for their London Sales Meeting, hosted at the historic Andaz Hotel near Liverpool Street. The two-day event formed part of a wider European sales conference, bringing colleagues together for the first time post-COVID to align on brand positioning, future direction, and product knowledge.
Designed specifically for a hotel environment, it was essential that the installation be impactful yet efficient and sustainable, immersive yet practical, and most importantly; reflect the evolution of Sorel’s brand narrative.
The brief
Our brief focused on transforming a traditionally functional sales meeting into a more engaging, brand-driven environment that would immerse attendees in the world of Sorel while supporting training, storytelling, and discussion.
Rather than being driven by commercial KPIs, success for this project was defined by engagement, immersion, and internal response. The London Sales Meeting combined a sales conference with company-wide presentations outlining Sorel’s strategic positioning and future direction, alongside hands-on staff training sessions. A ‘retail safari’ activity formed part of the experience, with Polaroid photography from Sorel retail activations displayed within the space to spark conversation and reinforce brand standing within the wider marketplace.
At its core, the idea was to create an inviting, inspiring platform for Sorel, an environment that felt considered and aligned with the brand’s outdoor DNA. The space needed to support both formal presentations and informal interaction, encouraging exploration and discussion; while setting the scene for the brand’s upcoming direction of travel.
Insight & Strategy
Our design strategy was led by Sorel’s outdoor heritage, exemplified by the brand’s polar bear logo and performance-driven footwear. Design4Retail sought to translate this outdoor ethos into a refined indoor environment, balancing authenticity with the constraints of a temporary hotel-based installation. Sustainability and efficiency were key considerations from the outset, shaping both material selection and structural design.
creative
Opting for a gallery-like look & feel, individual product cards were produced for each footwear model, featuring key product information and descriptions. These acted as simple yet effective learning tools, and served to amplify the premium, artistic aesthetic. Tables and carefully curated props were introduced throughout the space to break up the layout, creating moments of visual disruption, and encouraging interaction with product and environment.
Raw edged re-board was selected for the primary structures, aligning with Sorel’s environmentally conscious values while offering flexibility and visual impact. Digitally printed with brand-ambassador supplied photography, the boards were engineered with cut-through shelving, allowing footwear to sit seamlessly within the graphics rather than feeling applied or secondary. This integrated approach created a clean, elevated presentation that supported storytelling and close-up product engagement.
realisation
The final installation delivered an engaging and disruptive sales environment that successfully met the brief. Despite its temporary nature, the space felt purposeful and premium, allowing attendees to fully immerse themselves in the Sorel brand while supporting both strategic messaging and product education.
Client feedback was extremely positive, with appreciation for the clarity of the concept, the sustainable use of materials, and the smooth, efficient delivery of the project.
Let’s carry on the conversation…
