R.M Williams Brand Environment

  • 2016

  • Architectural
    Interior Design

Designed By:

Commissioned By:

R.M Williams

Designed In:


e2 was invited to create a new retail environment to leverage the unique brand and its iconic product. The design aims to forge a connection with a new customer locally and internationally in a consistent, authentic way while respecting the rich heritage of the Brand and its relationship with Australian outback.

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  • The core objectives of the new brand environment were to enhance the perception of the R.M Williams brand, entice new customers to the retail experience and to increase dwell time in store. An activated shopfront with high impact visual merchandising to attract and draw customers into the store was created. Expertly curated product displays encourage customers to stay longer and immerse themselves in the brand; ultimately creating a lasting emotional connection with the essence of RM Williams.

  • Renowned for its quality and craftsmanship in boot making, the old store design struggled to communicate this and neglected to put the boot centre stage. It was identified early on as one of the main areas within the store needing innovation. The boot table was created not just as an area to display the boot but also as a place for customers to sit and be introduced to the boot buying experience, being expertly fitted whilst being inspired and educated on the timeless craftsmanship required to create each and every boot. This is the true heart of the store showcasing the cornerstone of the R.M Williams brand.

  • A flexible store design was key to the brief. The goal was also to develop and evolve a more premium store experience that was scalable across different store formats and had the ability to be rolled out globally. Customer journey mapping was used to identify how customers moved throughout the store and engaged with the product. These results helped inform the design of product displays, fixtures and bespoke furniture scalable across premium shopping centres, Pop up retail and urban inner city main street locations.

  • Our core challenge was to attract and educate a new customer without alienating the core customer loyal to the brand through generations. A core message was evident and crucial to the design - inspired by the past, relevant to the future - this message would become the common ground between the old and new. Inspiration was drawn from iconic structures that we can all connect with. The humble Aussie sheering shed with its wooden trusses informed the store ceiling. Rusted coppery roofs, wire fencing and the red weathered earth of the Australian outback influenced the palette and materials used throughout. Leather from which the iconic boot are made is paid homage and featured prominently in furniture and fixtures.