Högl is an Austrian shoe brand that also sells jewelry, accessories and bags. We were assigned to create a new design concept for the Chinese market that is based on the brand identity – feminine, high quality and comfortable, as well as incorporation of the white and red brand colors. The design concept also fulfills the targeted positioning within the Chinese market, defined as stylish, chic, cool, sexy and powerful. The developed store identity includes the design for flagship stores, boutiques and shop-in-shops. A lot of thought was given to the flexibility of the product display shelves and to the possibility of creating various combinations of the space’s different elements.