Barber’s Discovery Expedition retail store concept design

Discovery Enterprises International – owner of the Discovery Channel asked Barber to create their retail store concept design when branching out into the retail sector with their ‘Discovery Expedition’ stores, which were a bid to engage with their audience and raise the profile of their brand. The new lifestyle stores were initially aimed at 20 to 45 year old men and offered a comprehensive range of branded outdoor lifestyle accessories, equipment and clothing.

Discovery Expedition store interior

Barber developed a branding strategy and created new retail store designs to be rolled out globally, starting with 34 new stores in Korea. The initial design concepts and retail strategy were used to create a retail branding style guide which was presented to all of the Discovery Expedition’s retail partners around the world.

Discovery Expedition store exterior

The community inspiration area

Discovery Enterprises International were very pleased with Barber’s work and had this to say:

“I’d like to take this opportunity to thank you for the unwavering confidence and belief you’ve put into our Discovery brands.  Thank you too for the ongoing coordination and cooperation that you have kindly extended to me and my team.  It has been my pleasure and a real privilege to learn from you.”

See a walkthrough of the store design: