SCHOLL

Iconic shoemakers based in Milan, Scholl sought to transfer a remarkable aesthetic and legacy into an international retail concept prepared for a global roll-out. KIND was trusted with the creative process and oversight and now works with Scholl’s top management and owners to transfer more than a century of brand history into a persuasive retail composition.

Milan/Global

How do you interpret the story behind Scholl?
Scholl is much more than shoes. William Scholl, the company founder, had a profound interest in the wellbeing of the human foot and dedicated his life to creating comfortable footwear. As the public became increasingly aware of the benefits found in an active lifestyle, Scholl introduced his legendary sandals which quickly became an icon of the Swinging Sixties. Scholl has become an international brand but remains deeply rooted in its history and values.

 How did you bring a historic design into the present?
Scholl is a globally recognized brand which is available in more than 90 countries. There’s a profound strategic design challenge in respecting brand history while navigating a global mindset. We’re focusing on the Scholl craftmanship and design while adding contemporary or even futuristic touches. We recognize that global brand and design excellence can only be achieved by respecting local cultures and values. That’s why we recommend an international roll-out with room for local adjustments. We may tweak colors or logos based on local research, always in service to the strategic potential of the brand.

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