Superdry on cloud nine

February, 2nd 2018

Superdry, the British urban fashion brand that fuses vintage American and Japanese-inspired graphics, is expanding its global store offering with a strategic focus on the American market. Their ambition to become a global lifestyle brand saw 7 new stores open in the USA in 2017.


Housed in greater Boston’s premier shopping destination, the first store launched featured a distinctive suspended lightbox, or “cash cloud”, above the till area. As a fundamental design element for the store, it needed to be visible from every angle.


Kendu worked with Superdry to design, manufacture and install the custom-made “cash cloud”. By using the Smartframe system, it adds a highly visible 360º communication space which highlights the latest looks, showcases inspirational images and allows customers to move effortlessly around the store while still being able to easily identify the till area.


Since the South Shore Plaza installation, the “cash cloud” has been rolled out in three other stores in theNorth-East area of the USA including Queens Center (NY), Pentagon (DC), Tysons Corner (VA), Cambridgeside (MA) in addition to UTC in San Diego (CA).


Check out the time-lapse of the “cash cloud” installation below.