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Tracey Neuls and Nicola Yeoman installation Tracey Neuls and Nicola Yeoman installation

News Retail

Tracey Neuls: Footwear in London's West End

Freitag, Nov. 19, 2010, 15:42 / London, United Kingdom

Canadian footwear designer Tracey Neuls is on a creative mission to ‘challenge consumers’ notion of what a shoe should be’. Inspired by the ‘everyday overlooked’, her distinctive shoes have a refined quirkiness and her London boutique is equally unconventional and delightful in its approach.

Opening in the West End of London in June 2005, the birth of Neuls’ shoe lines bookmark the boutique’s debut, launching TN_29 in 2000, and the signature collection Tracey Neuls in 2007. Constructed with Italian leather, the unique boots and flats incorporate pony hair, vegetable dyed leather and rubber soles. The collection uses heels hand-sculpted by the designer, and feature a signature by the unique primary maker in Italy (making for an individualised, collectible item).

Neuls’ talents were recognised while studying at Cordwainers College, with the designer picking up an award from the prestigious Royal Society of Art and being invited to show at the Barcelona Museum of Modern Art. Her artistic influence is evident in her shoe design, but also reflected within the engaging retail experience she has created – differing wildly from how most shoe stores showcase their wares.

Opting for non-traditional methods of visual merchandising, Neuls displays her shoes as art pieces on vintage stools or by dangling them from the ceiling, encouraging customers to engage in a tactile environment. “Shoes are objects that continually move. Like sculptures, they have a 360 view that should be seen. It seems strange to me that shoes would sit statically on shelves with only the tops exposed to the eye,” she confirms.

The store has hosted a string of events over the last two years, with the designer pairing up with illustrator Tim Ellis, furniture company Moroso, contemporary artist Nina Saunders and British textile company Sanderson to produce in-store installations. Neuls’ enthusiasm for retail transformation has not gone unnoticed – she’s also the recipient of the revered Design Week ‘Bench Mark’ Award, and the shop made it onto the short list for D&AD’s ‘Branded Environment’ Award.

Created as part of London Design Festival, the latest in-store collaboration is with interior stylist Nicola Yeoman. Tinkering with the concepts of perspective and form, the work calls on elements of creative play and childlike simplicity. A curious collection of personal objects belonging to the stylist and designer are scattered beneath an oversized table, endeavouring to ‘capture the ephemeral innocence of youth.’ And while the festival ended last month, the large-scale installation remains in the store and will do so until Friday, November 19th, 2010 – if you find yourself in the West End, step inside.

Tracey Neuls
29 Marylebone Lane
United Kingdom
Tel: +44 0 20 7935 0039
Fax: +44 0 20 7935 0076
Email: info(at)
Monday-Friday: 11 am – 6:30pm
Saturday: noon – 5pm
Sunday: noon – 5pm

Melisa Gray-Ward | TribaSpace

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Produkt-Gruppen: Footwear, Creation, Shoes
Märkte: Women's, Men's

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