Custom venture

A high-profile etailer has ventured into brick-and-mortar retail, customising everything from scent to sound.

Customised footwear vendor Shoes of Prey has opened its first physical store at David Jones' Sydney flagship site.

The space features a 2.4 metre flower sculpture made from Shoes of Prey products, as well as a shoe wall and tailor-made table for customers to design their shoes.

The centre table is finished with Shoes of Prey soft black leather and the chairs feature materials such as suede and stamped patent leather.

The store also features a signature scent and custom composed soundtrack.

Shoes of Prey appointed marketing group The General Store to develop the experience.

The General Store strategy partner Matt Newell said the aim was to create an immersive experience that would foster high levels of dwell time as well as social buzz.

“The Shoe Gallery on the rear wall features designs created by celebrities, customers and Shoes of Prey staff.

"We wanted to celebrate the accessibility of Shoes of Prey. Designing your own shoes is a concept that is loved by international models and the girl next door.

"When a customer gets a design featured in our Shoe Gallery, they're sure to come in store to visit it, photograph it and share it with their friends. So it doubles as a traffic driver and social media catalyst."

iPads will be set up in the concession area, along with fabric swatches, for customers to purchase their shoes.

Shoes of Prey founder Jodie Fox said it represents a huge change for both her business and David Jones.

"Fundamentally though, we see multichannel retailing as the future of retail; it's about being wherever your customer wants you to be in a relevant and valuable way."

The site is positioned on Level 4 of the department store.

David Jones' merchandise group executive Donna Player described the partnership as a "winning combination".

“The Shoes of Prey in store concept is a truly exciting, innovative and inspirational addition to David Jones’ omnichannel retail offering.

We are committed to providing our customers the best new brands and a unique, personalised service, which the customised shoes available through our partnership with Shoes of Prey certainly deliver."