The brief was to create a flagship store that embodies their core values of reassurance, well-being, and sustainability, focusing on making the story of cotton extraordinary.
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The store's design and communication strategy aims to excite and educate customers; through a series of defined moments along the central spine of the store, customers are introduced to the different product categories, each heroing a different product story upon the benefits of cotton (Breathable, Safe, Healthy, Natural).

The first moment is a handmade cotton field sculpture that connects customers to the brand and its origins. Another is the non-woven lab, where customers are invited to trial personal care products and designed to showcase the innovation and science behind Purcotton's product development.