SHOEXPRESS is a multi-brand footwear outlet in Pune. Having started as a local brand in the mid 2000s, the company decided to put in place a proper brand identity and design language with this 5000 sft store on FC road, Pune in 2012. A second store with the established design language was opened in the phoenix market city, Pune in 2013. The store banks on a semi retro american design language, with a lot of dynamic graphic and clever display methods to catch the imagination of youngsters; the target customers. Quirky symbolisms of adventure and fun by means of nautical design cues and sporting elements give the store a very lively feel. Strong visual demarcation of zones further enhances the shopping experience.