03 ECCO Labs
Immersive Digital Platform
Bringing innovation directly to consumers
ECCO Labs is an all-new concept platform launched by ECCO’s Innovation Hub, created to bring innovation directly to consumers; providing unprecedented access to ECCO’s innovative technologies, advanced materials, and experiences, featured in limited products made exclusively for the platform.
Exploring the crossover where comfort, design, modern-day lifestyle, and technology meet, is part of ECCO Labs‘ larger aim of pushing the boundaries of the footwear and leather industry. ECCO Labs provides consumers with unique expressions of ECCO’s craftsmanship and innovation within an immersive experience that bridges tradition and technology.
PRESS & LINKS
Overarching concept
SCOPE AND OBJECTIVES
A unique (market)place to bring more power to the things we love, wear, and use every day. A creative hub for merchandise, inspiration and creativity - displaying [in-progress] works that bridges the gap between retail and innovation. The website is the core of the project. This is where consumers will first engage with the brand and the products. The platform has been designed to be aspirational to attract a new consumer base and to trigger interest and imagination for future developments.
Through ECCO Labs, we deliver innovation through products directly to market, to consumers. All our innovations and technologies are engineered to provide optimal comfort and product performance, focusing on one, or more, of the pillars that ECCO Labs is built on - Performance, Customization, Material Innovation and Sustainability.
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An on-going experimental platform that focuses on bringing new and unique takes on footwear [and soft goods] through aesthetics, material & technology, to inspire innovation internally [brand] and externally [consumers & industry].
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Not tied to any one specific area of innovation to allow for creative flexibility. It creates entry points for the brand in markets ECCO has never been before with radical products and untraditional marketing strategies.
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Focusing on attracting new consumer groups whilst maintaining the current brand target audience by providing a unique value proposition across all generations [generation X, Y, Z and high spending ECCO customers].
BRAND POSITIONING
ECCO Labs allows ECCO to target new demographics and markets that ECCO originally was not ready or able to enter into.
It can market itself in a cross generational and cross disciplinary position, approaching the market with a technologically advanced edge.
ECCO Labs products will be able to compete head to head with some of the most iconic aspirational brands on the market
Visionary Products
Products launched through the ECCO Labs platform are limited-edition and aspirational concepts. These concepts are created and designed with the purpose to integrate technologies and innovations throughout various avenues of the company.
The products are designed around one or more of the pillars; Performance, Customization, Material Innovation and Sustainability. Each concept is a testing field for new innovations, communication approaches, manufacturing methods and other technologies, before being upscaled.
Branding for ECCO Labs was created together with an external agency. The brief focused on developing an identity that embraces technology, customization and innovation combined with modern, dynamic and bold
CONCEPT TO DESIGN
Visual Identity
aesthetics. The visual foundation of the identity is easy recognisable, simplistic and impactful. A unique font has been designed to create a consistent graphic presence throughout the communication of various products and
projects. This has also created that coherence between the traditional ECCO logo and the LABS to highlight the innovative side of the brand.
Digital Design
ECCO Labs' digital presence goes beyond just simple e-commerce. It’s a data-driven, interactive experience platform to explore the brand and products in unforeseen and unexpected environments. Concepts live in their own digital realm, each with a unique online experience and purpose to engage with the product.
Creating the possibility to get in-depth information about the different innovations and technologies is a fixed key feature of the platform and is highlighted throughout.
USER EXPERIENCE
In-store Experience
Designed to look like an ECCO Labs Experience room, in-store setup at unique events brings innovation to various exclusive locations to show of the new product and its interactive technology.
It’s a data-driven, interactive experience to explore the brand and products in unforeseen and unexpected environments.
