We’re delighted to share that our Crocs Icon Store in SoHo, New York, has been shortlisted for a POPAI UK & Ireland Store Design Award!

This project challenged us to transform a long, narrow footprint into a high-performing retail destination that balances brand storytelling, performance and community engagement. From introducing new retail concepts such as the Crocs EXP Zone and a premium served experience, to placing customisation at the heart of the customer journey, every design decision was driven by creativity and commerciality.

What began as the challenge of designing a 60-metre-long, dual-entrance store became an opportunity to rethink the retail experience. We created a destination that blends immersive brand storytelling with operational efficiency, community experiences and product customisation, while introducing new concepts that will help shape future Crocs stores around the world.

Following the positive feedback the store received at launch, it’s fantastic to see the store recognised with a place on the POPAI UK & Ireland Store Design Award shortlist. It’s a testament not only to the dedication of our talented design team, but also to the strength of our partnership with Crocs, which has grown over eight years of collaboration.

Congratulations to everyone shortlisted across this year’s categories!