Tricker’s is an English shoe brand with 190 years of history that focuses the values of sustainability, craftsmanship and quality. For its first service centre in China, 5 Star Plus Retail Design was tasked to redesign a store in Shanghai and properly reflect the values of the brand. Core inspiration for the store design concept was the sentence “You never forget your first pair of Tricker’s”. Using traditional elements as well as a modern, clean design language, the overall concept achieves a well-balanced contrast while still expressing the brand’s heritage and positioning. In order to make the brand more relatable to consumers, the storytelling in the design focused on four aspects: people, values, product and history.