In order to create a harmonious concept, we explored the history of the brand and whatits founders were inspired by, as well as immersed ourselves in the craft of shoe making.
We identified four key images embedded in the brand’s DNA: femininity, naturality, relevance, and warmth, and tried to modernise EKONIKA’s image by preserving theseimages.
When creating the project we were guided by two main themes.
The first theme: the Mediterranean and antiquity
The themes of the history of shoe makingandthe background of the EKONIKA brand andits founders led us to the theme of the Mediterranean and antiquity with its nobility, whiteness, and softness. We chose the image of a marble quarry with huge blocks ofsnow-white stone, alluding tosculpture production.
The second theme: industrial aesthetics
When we first started creating the concept, we visited existing EKONIKA shops and werefascinated by the way the shoe warehouses in the boutiques were organised-we hadnever seen such clarity and neatness in such areas. It seemed unfair to us that no onecould see this except the employees. This is why we decided to open up these structuralstorage systems and make them viewable to the customers.
