When an established brand catches fire with a new gen eration, designers get a rare opportunity to add to its
design heritage. A longtime staple with
serious yachtsmen and people who live by
the sea, Sperry’s iconic TopSider boat shoes
have recently been embraced as fashion
shoes by young people who may never have
set foot on a dock. Sperry wanted to use
this periodic surge in popularity to update
its brand and stores, and chose Seattle
based design firm Callison to guide the
development of Sperry 2.0, which debuted
in a 1,188squarefoot store in Natick Mall
in Natick, Mass., in the summer of 2013.
“The store evolution has been the next
step in our journey as we continue to con
our product assortment,” says Martha
Marstiller, Sperry’s vice president for retail.
“They wanted an evolution, not a revolu
tion,” says Callison Principal Ron Singler.
The shoe company kept its current logo
and concentrated on telling its story (Paul
Sperry created the TopSider in 1935,
revolutionizing boat shoes and becom
All hands on deck for a new Sperry retail concept by Gail Deibler Finke
The Sperry store’s exterior was originally designed without show windows or doors, to replicate the look of a Nantucket beach cottage exterior.
Though the design has been modified, it still features blue walls, white wood, red Adirondack chairs, and a fascia covered with weathered cedar
shingles. Some malls were initially concerned about durability of the shingles, but Callison says the products (designed for exterior use in
harsh weather) have ended up passing muster.