Soldier Design

Soldier & Tannery start-up new retail location

The Soldier Team — Tue, 02 Jun 2009

Soldier Design is proud to announce the newest architectural design collaboration with The Tannery, as they prepare to open their newest location on Boylston Street in Boston, MA in September '09. Soldier has worked with the The Tannery, a boston based fashion, apparel and footwear retailer since 2004 cultivating the 'Stye You Live In' initiative at retail. Soldier was responsible for the identity and store design of the recent Harvard Square store that opened in January 2007 and has been riding the success into the new Boylston store design, featuring three levels of premium retail with the highly anticipated 'Curated at the Tannery' on the second floor dedicated to a more youthful energy and product mix, without losing the considered sophistication you can expect from The Tannery.

New Studio!

The Soldier Team — Fri, 29 May 2009

Soldier Design has recently opened its new studio at 18 Brattle Street in Cambridge, MA in the Abbot Building, overlooking the diverse and driven Harvard Square. The open style studio space has been in development with the Soldier design team for the past fourteen months in order to meet their growing needs as a studio to better serve their craft and evolving culture. The design arena, photostudio, library, principle offices and street-side conference space were positioned to increase information flow and collaboration while creating appropriate settings for the multi-capable nature of the business. A full documentation of the space will be updated this summer in the about section of the site.

Walle Video Shoot at Concepts

The Soldier Team — Thu, 07 May 2009

Chris Robinson and Robot Films filmed scenes of the new Wale video, "Chillin" featuring Lady Gaga in the cellar lounge of Concepts. The gentleman style lounge environment created by Soldier for a unique retail experience has transcended it's use as an engaging set design in addition to it's usefulness on the party front.

Andy Lubets Named Director of Product Design

The Soldier Team — Wed, 04 Mar 2009

We are excited to introduce Andy Lubets as the latest addition to the Soldier Design team. Andy will be joining Soldier as our Director of Product Design, where he will expand our product development initiatives through the execution of design, research and innovation. Over the last 10 years Andy has worked with opinion-leading brands Burton Snowboards, Helly Hansen and Under Armour, driving technical advancements in product lines and leading teams of product managers and designers. Some of his recent creations include Burton’s first ever iPod Jacket, Helly Hansen’s award-winning stitchless Virtue Jacket, and Red Dot award-winning Odin product line. Andy’s commitment to a comprehensive approach for strategy-lead product design and holistic business execution complements Soldier’s mission of utilizing design to create deep and lasting relationships between brands and their audiences. This is an important and exciting move for both Andy and Soldier, and we are truly energized by the opportunities that are now possible to meet our clients’ needs by unleashing their brand’s noble pursuit, driving insanely great product and engaging consumers with articulate and immersive campaigns.

Soldier Speaks

The Soldier Team — Tue, 02 Dec 2008

Bobby Riley discusses Soldier design's Brandseeking process on Drews Marketing Minute. Read Once again...your brand is not your logo to get the complete story

Soldier Design featured in Shopper Marketing Magazine

The Soldier Team — Mon, 10 Nov 2008

Soldier's work with Angel Eyewear and Gargoyle collection campaigns were featured in this months Shoppers Marketing Magazine (formerly P-O-P Times). "FGXI Markets to Real People Through Real People" looks at the campaigns designed by Soldier Design for the two distinct eyewear brands, and the POP kits that accompanied them.

Bobby Riley and Soldier Design Featured in The Boston Globe

The Soldier Team — Thu, 23 Oct 2008

Featured on the front page of the Style and Arts, Bobby Riley & Soldier Design's work since 2004 has been put on display, and commented on by some of those who know him best. Read the article Soldier steps up to get the complete story.

Concepts Grand Opening Event

The Soldier Team — Thu, 23 Oct 2008

Date: October 25, 2008 Time: 9 PM - 2 AM Location:Concepts. Get directions to the secret location from the shop at 37 Brattle St, Cambridge MA, 02138 Music By: DJ Clark Kent, DJ Frank White, DJ Jack Frost and DJ Brek.One Sponsored By: Redbull, Miller Lite, Upper Crust, 42 Below Vodka and Dewars Scotch Join Concepts in its "better late then never" grand opening party. You will be provided with directions to the secret location from the shop, which is tucked away in the historic Harvard University Campus, just minutes from the shop. Clark Kent on the wheels, the best pizza in Boston, Red Bull and Kegs of beer… what's better than that? Higher education at it finest.

Soldier-designed Logos Featured in Los Logos 4

The Soldier Team — Thu, 23 Oct 2008

Seven of Soldier Design's logos were featured in Gestalten’s fourth edition best-selling Logos series, Los Logo's 4.

Soldier Design Featured in The Advertiser

The Soldier Team — Wed, 22 Oct 2008

Soldier's store design for Concepts was featured in the October issue of The Advertiser, or ANA (The Association of National Advertisers), expanding on Soldier's commitment to Concepts and its work translating Concepts brand image into a retail environment to increase brand awareness.

Shepard Fairey in Soldier's Front Yard

The Soldier Team — Tue, 21 Oct 2008

Artist & Obey founder Shepard Fairey pasted at the foot of Soldier's studio today. If every Monday started off like this, the world would be a better place.

Burton Blogs: Soldier Design and RED Shoot. Hollywood.

The Soldier Team — Fri, 10 Oct 2008

October 3rd, 2008 Susie was here .X Welcome to Hollywood, California. The beautiful concrete land of movie stars, silicone, hipster style and snowboarders? Yes, snowboarders. Needless to say, the RED shoot went off. We spent the day within the walls of Smashbox Studios #3. Luckily there was a fully equipped espresso bar within reach and an iPod adapter so I could get my DJing on and keep the vibe going. Danny Davis, Mason Aguirre, Peetu Piiroinen, Hannah Teter and Mr. Kevin Pearce were the talent in front of talented Jeff Curtes' lens. Adam Moran was the A-Class assistant and Soldier Design, a creative team from Boston, came well equipped with high-concept props you will see once the ads hit. Looking at the walls of Smashbox Studios was impressive to say the least. A big thanks to RED's brand manager, Reid, for making this shoot happen in such a dope location no-less. Small name stars like Madonna, Jake Gylenhaal, Scarlett Johansson, Johnny Depp and Jack Nicholson have shot behind these same walls for magazines like Rolling Stone and Vanity Fair. Mellow style. Curtes and the crew killed it as always. Look for the ads to drop!

Soldier Design gives BrandlandUSA Advice

The Soldier Team — Mon, 29 Sep 2008

Soldier Design's Bobby Riley, CEO and Creative Director, was interviewed by BrandlandUSA on branding and specifically on the Brandseeking™ process. Read the article Advice from Boston branding firm Soldier Design to get the complete story.

The Boston Herald Business Section Features Soldier Design

The Soldier Team — Mon, 15 Sep 2008

The Boston Herald's Business section highlighted Soldier Design's approach to brands this past sunday. Read the Boston Herald article Maverick Design Firm Takes Holistic Approach to get the complete story.

Soldier's Own Published on iMedia Connections

The Soldier Team — Tue, 09 Sep 2008

Dan Vogelzang, Director of Operations and CPO at Soldier Design, was featured this week on iMedia Connections. His article "The simplest strategy that your brand is overlooking" discusses how to create and maintain brand consistency online. Read the article The simplest strategy that your brand is overlooking to get the complete story.

Rider's Choice Strikes Again!

The Soldier Team — Tue, 02 Sep 2008

For the second year in a row, Soldier Design has churned out GNU's top selling Rider's Choice board - this season with a backwoods hunting meets punk rocker theme. Check GNU's site for the '09 board line up - GNU.com

Soldier Sponsors VW TDI Racer

The Soldier Team — Wed, 27 Aug 2008

Soldier is proud to announce its sponsorship of Volkswagen Jetta TDI Cup racer John Shim. John is one of 30 drivers selected from a field of 600 to race the new VW clean-diesel series, currently touring Raceways across the country. "The Volkswagen Jetta TDI Cup series is an innovative approach to motorsports – 30 factory-prepared and managed 2009 clean-diesel Jetta TDIs piloted by talented, up-and-coming drivers, aged 16 to 26. Volkswagen's goal is to find the driver with the most talent and help them break into the world of professional motorsports. The Jetta TDI Cup series, the first all clean-diesel race series, is sanctioned by SCCA Pro Racing Inc. Sponsors for the race include: Aggreko, Athlete's Performance, Bondurant, Bosch, ful®, Holder, Hoopla, Ironclad, Kyosho, Oakley, RedBull, UTI and ViON." To follow John's journey, check out his blog at www.rightfootdown.com . For more information on the Jetta TDI Cup, see the official VW Motorsport site.

Nike SB Lobster Lands in Footwear News

The Soldier Team — Wed, 27 Aug 2008

Footwear News Insider column followed up on the acclaimed Nike SB Lobster Dunk, noting the re-release of the sneakers and Soldier's overall involvement, including Concepts store design. July 29th, 2008 "Missed the first Nike Lobster Dunk? You weren't the only one. But sneaker fans who want to get in on the action are in luck: A relaunch of the exclusive style is on the way later this year. In May, Cambridge, Mass.-based Concepts debuted 250 pairs of the style, a shoe that Nike SB created specifically for Concepts based on a design by the retailer's in-store promoter, Rob Heppler. (Cambridge based Soldier Design, which is responsible for Concept's stunning interior, worked with Heppler to make the prototype.) This time around, Insider hears the $100 kicks will be released in a greater quantity and through additional retailers. - Jennifer Ernst Beaudry for Footwear News

Stores Magazine Covers Soldier's Work

The Soldier Team — Mon, 25 Aug 2008

Stores publication recently covered the success of both The Tannery and Concepts here in Harvard Square. In the article "Stepping Up," the publication attributes the stores combined success to Soldier Design's branding, strategy and architectural design. Read the article Boston indie landmark grows into pair of new locations to get the complete story.

VM+SD Investigates The Tannery

The Soldier Team — Mon, 25 Aug 2008

VM+SD caught up with Soldier's Bobby Riley to gain insight on the design of The Tannery. Subtle references to Harvard Square bookstores and the minimalist approach of local residential lofts explain the direction Soldier took when designing the space. Stop by 39 Brattle Street or read VM+SD to get the complete story.

Soldier Lands in Design Week

The Soldier Team — Mon, 28 Jul 2008

The Uk's Design Week article, "Attracting Men" highlightes Soldier's architectural work for Concepts. June 12th, 208 How do you do luxury for young males, without alienating them? John Stones takes the measure of a tricky-but up and coming- part of the retail market. "Credit Crunch or not, luxury seems here to stay. And while the world chooses to turn a blind eye to hedge fund managers and energy oligarchs' increasingly avaricious demand for ever finer and more conspicuous trophies of their power, luxury is being dissipated into other social groups. 'Premiumisation', or the advent of minor luxuries in all categories, from toilet paper to supermarket ready meals, is now well documented ad almost taken for granted. But there are still some areas where it is only just making inroads. Young men, for instance. Resistant to any too obviously pre-packaged trends, men between 18 and 28 have always presented marketers, designers and advertisers with their biggest challenge. And yet they are living in the same culture in which luxury and celebrity are conjoined, whether on MTV or in a magazine, as almost the only worthwhile currency. But finding a way to offer these young males a luxurious experience and exclusivity without alienating them is far from simple- aping Herme's kid glove-wearing assistants in Seoul, for instance, just won't wash. And the word 'boutique' will have them running a mile. But two recent stores in the US have developed novel, luxurious formats to entice young males, junking the ubiquitous garage grunge retail look for something very different. And given the US's track record, it is very possible that these stores may form the start of a wider trend. Concepts is a men's streetwear store that opened in March in Boston, and was designed by Soldier Design, a consultancy which also owns it. The main shop is an eye-catching expanse of wood ribbing- suggestive of skateboards- and replete with a central (false) fire. At the rear is a sound booth, with pretend sound proofing, subtly emphasizing that it is a shop that famous people attend, some of whom will record interviews or podcasts in the booth. But it is the cellar that is the store's coup de grace. There you will find a members only club, which the store likens to a secret society. But rather than sword scars, its invitation-only shoppers are perhaps more likely to have bodies marked by gunshot. While the 'club's' presence is not trumpeted, awareness is managed just enough so its presence has a halo effect on the store above. 'It's a new concept of retail,' claims Bobby Riley, creative director of Soldier Design. 'These guys may spend $10 000 (£5100) per check out, but the stress is not on sales but on giving the next level of service. It is experience more than retail. Walking down into the members club, Called Concepts Reserve 210, once the privileged shopper/member gets past some shielding privacy glass, he is greeted by a lounge with zebra wood lockers ('member boxes') on one side, and an array of armchairs upholstered in distressed brown leather on the other. As upstairs, false fires bun, and the wood ribbing maintains a sense of continuity. 'There are 210 boxes, each member gets their own, a bit like a cigar club,' says Riley. Sitting on a sofa and offered bourbon, the member is presented with limited edition clothing from brands such as Nike and Timberland, unavailable elsewhere so guaranteeing exclusivity. Flexible opening hours also allows it to cater to its favoured clientele. Ubiq, a sneaker and menswear store in Philadelphia, designed by Rafael de Cardenas of New York-based Architecture at Large, takes a different approach. Rather than hide its luxury away, it presents it with deliberate brashness to the street. 'I wanted there to be a certain level of discomfort,' says Cardenas. 'The store is elevated about a metre above the street, so you can be seen shopping, which all adds to the self-conciousness.' The shopper feels as though they are a rap star, on display in the glare of spot-lit attention. It is, quite literally, dazzling. Harsh lighting bounces off black, lacquered furniture, competing with busy black-and-white, Op art-cum Roman patterns on the side wall. The sneakers themselves are presented in mini displays as if they were precious items. It is no surprise that Cardenas is a big fan of 'classic' late 1980s Versace, and its full cheesiness is emulated here. Relif from this experience comes in the form of a contrasting, luxurious room at the back, featuring restored Victorian plasterwork, a massive restored mahogany fireplace, bespoke wallpapers and Ebay-sourced antiques. Cardenas says he wanted it to feel like 'a traditional, old-school gentleman's tailor'. However, here the actual clothing references the street rather than the fox hunt. But when aristocracy visits, such as the recent shopping trip by artist Kanye West, you know the design has done its job." *Note: Soldier Design does NOT own Concepts.

Soldier Highlighted on The Retail Marketing Blog

The Soldier Team — Thu, 03 Jul 2008
The Retail Marketing Blog recently published an article highlighting the impact on retail business that Soldier Design has had. June 26th, 2008 "Soldier Design, an award-winning Cambridge-based branding and design firm, announced today that it has completed new branding and design for the prestigious stores The Tannery and Concepts, recently opened on 39 and 37 Brattle Street , respectively, in Boston’s diverse and bustling Harvard Square. The firm assisted with identity development and store branding, site selection, product design and product programming that includes a broadcast studio, eco-friendly fireplace and members-only, VIP lounge in Concepts and a modern yet residential aesthetic to The Tannery. The new redesign has resulted in increased interest from luxury brands, greater attention from customers, and an increase in overall revenue of 50 percent for The Tannery and Concepts. “We had a vision of growing sales several times over at both stores in the next five years while carrying the hottest lines, but our former location was holding us back,” said Tarek Hassan, owner of The Tannery and Concepts, considered one of 50 most influential people in the footwear industry (Footwear News). “We relied on Soldier Design’s help on everything from the strategic development of the brands and graphic identity, the architectural design and product display fixtures all the way down to the merchandising of the stores. We wanted the stores to be ‘an experience,’ and they completely delivered on the journey of the customer. The end result has been amazing, resulting in a richer experience for customers, an increase in higher-margin merchandise sales, and in Concepts opening an account with VisVim, as one of two retailers in the country to be awarded the rights to sell the prestigious Japanese brand.” Founded 35 years ago by the Hassan family, The Tannery began in a small basement-level store at 11A Brattle Street; Concepts later emerged in 1996 as a boutique retailer within the Tannery."

Concepts Design on the Cover of Footwear News

The Soldier Team — Mon, 30 Jun 2008
Concepts has been acclaimed as one of the "Top Shops" in the footwear industry by Footwear News Magazine. As Highlighted on the cover of June's issue, the publication asserts Soldier's work to be "breaking the mold with innovative interiors", labeling Soldier Design as a "Design Star" for the success and impact the design has had on Concepts as a boutique retail destination. Concepts was compared to Diego Dolcini, Milan, Italy, Alexander McQueen, Los Angeles, Pedder Red, Hong Kong, Barney's, Las Vegas, and Christian Louboutin, London. June 30th, 2008 By Lindsay E. Sammon "Concepts, Cambridge, Mass.  The Scoop: Tannery masterminds Tarek and Sam Hassan had a busy year. The duo opened a new 12,000-sq.-ft. Tannery location last October, followed by a 3,000-sq.-ft. concept store on Brattle Street in February called Concepts. The latter boasts a VIP lounge, a recording studio and all the amenities of a five-star nightclub.  The Vision: “A store like this has never been done before,” said Tarek Hassan. “Everything is custom and unique to this [space].” Taking a cue from the elements of skate culture, Soldier Design of Cambridge installed custom wood paneling along the walls, inspired by the shape of deconstructed skate boards. “We wanted to...raise the bar as far as the design and reach into the skate heritage of the store,” said Frank Rivera, manager of Concepts.  Design Specs: Unique wood panels define the store, which is accented by sleek, glass-enclosed fireplaces. A huge selection of sneakers line the walls. A soundproof, glass recording booth at the back of the shop hosts celebrity interviews that are broadcast on the store’s Website. Downstairs, a VIP lounge is designed with rich wood furnishings, custom square leather couches, flat-screen TVs, working fireplaces and a fully stocked bar."

Soldier's Own Interviewed by DMNews

The Soldier Team — Tue, 24 Jun 2008
Daniel Vogelzang, Director of Operations and CPO was recently interviewed for the ToolBox section of DMNews Magazine and Website. Read the interview below: Q: How can I create and maintain brand consistency on my Web site? A: “Customers naturally gravitate to companies that offer consistency and reliability across the spectrum of brand experiences,” notes Daniel Vogelzang, director of operations/CPO, Soldier Design. “Companies that create a consistent brand across all of their services have a loyal customer following because customers maintain relationships with brands, just as with other people. The Web is a great place for marketers to start building brand consistency.” Vogelzang continues: “Your site should become an instrumental resource to users looking for info. If your customers trust you in person, they should trust you online. You can ensure this by determining customers needs, providing thoughtful insights, offering technical information and writing good copy.” He suggests using bullet points for quick scanning, iconography to graphically represent information and detailed photos of your product.

Gargoyles Site Launch

The Soldier Team — Fri, 06 Jun 2008
Gargoyles website, featuring Sig Hansen from The Discovery Channel's Deadliest Catch and Jimmie Johnson, 2008's Nextel Champion, has just gone Live. Checkout Gargoylesinc.com to experience the Gargoyles brand, Sig & Jimmie.

Nike SB Lobster Released Into the Wild

The Soldier Team — Fri, 06 Jun 2008
Saturday, May 31st marked the launch of the Nike SB Lobster Dunk. Through branding, story-line and color selection Soldier Design worked with Rob Heppler to realize his lobster vision for the shoe. Soldier's continued involvement with Concept's special projects helped make the Lobster Dunk release one of Nike SB's most successful.

Vapors Highlights Concepts Store

The Soldier Team — Mon, 28 Apr 2008
Vapors Magazine tagged Concepts as a must see "Haute Spot" in their April issue. As one of Soldier's most recent projects, Concepts is not only a must see, but also a must read! April 2008 "Everything starts with a concept and in 1996, in the heart of Harvard Square, Cambridge's Concepts started what is considered the norm in lifestyle boutiques today. Combining action sports, high-end denim, outerwear, and top-tier footwear, Concepts created the industry blueprint for what was to come. Twelve years later, Concepts has done it again with a new location around the corner from the original spot that includes a lower level membership lounge, a multimedia booth, and a more mature and exclusive brand list. Besides their own Concepts branded apparel, Concepts stocks brands like Visvim, RRL, Clot, Devil Lock, Idiom, Stone Island, Common Projects, Comme Des Garcon, Levis Vintage and Factory X, and has lined up the likes of Arcteryx, Clarks Originals and Canada Goose for special projects. The concept might have changed but the innovation hasn't. WWW.CNCPTS.COM"

The Achilles Project: Player in 2008

The Soldier Team — Fri, 25 Apr 2008
Our friends at The Achilles Project were named Players 2008 by Stuff@Night magazine. The trio of Shaka Ramsay, Michael Krupp and Michael Leviton are all about fine fashion, great food and environment. Soldier's identity work is being put to great use over at 283 Summer Street, so check it out.

Soldier Design in Footwear News

The Soldier Team — Tue, 22 Apr 2008
Recent Harvard Square projects, The Tannery and Concepts, continue to collect a significant amount of press. Most recently, Footwear News featured both stores in its April issue, shedding light on the industry's excitement around Soldier's work. Read footwearnews.com to get the complete story.

Gnu Entourage at Sundance 2008

The Soldier Team — Thu, 07 Feb 2008
For the second year in a row, Soldier designed Gnu’s top selling Rider’s Choice board. Next season’s 2009 Rider’s Choice debuted at the SIA Tradeshow in Las Vegas. Days later at the Sundance Film Festival, HBO’s Entourage star Adrian Grenier (Vincent Chase) had the board on his back! Our boys at Gnu took some of the Entourage crew out to shred, hopefully Vince can ride as well as he can act!

Concepts Opening Featured on highsnobiety.com

The Soldier Team — Sat, 02 Feb 2008
Soldier Design launched the new Concepts retail store in Harvard Square in February. Highsnobiety.com was there to capture the event and feature the opening on their homepage. Read highsnobiety.com to get the complete story.

Soldier Design creates new flagship store and identity

The Soldier Team — Wed, 30 Jan 2008
The launch of the two year re-branding initiative has been said to be “the most exciting statement Harvard Square has seen in 30 years” by the Harvard Square Business Association. The 35 year history of The Tannery in Harvard Square has been a story of passion, curiosity and growth. Once occupying only a confined space below street level on busy Brattle St., The Tannery now resides in a 6,000 sq/ft space, with large, front windows and an open and spacious layout. The Tannery continues to introduce brands for young, active, stye-conscious consumers through the new space and brand archticture. Tarek Hassan, President and Owner of the Tannery, recently nominated into the Top 50 Most Influential People In The Footwear Business by Footwear News, partnered with Soldier Design in 2006 to redefine The Tannery to a place of luxury, comfort, style and admiration. Soldier’s objective was to bring the phrase “Style you Live in” to life by the merging of residential comfort and commercial order, all the while being inspired by the many historic bookstores along the streets of the intellectual center of the world.

Grenade X Soldier Design G.A.S Jacket

The Soldier Team — Wed, 30 Jan 2008
Soldier Design chosen for Grenade Artist Series (G.A.S.) Soldier Design was invited into the Grenade Glove family to design a technical outerwear jacket for the G.A.S (Grenade Artist Series) serving in the 2008 product collection. Designers Jeremy Fish & Ephkra (sp) were two other designers working to complete the three jacket series. Creative Director Bobby Riley and Designer Eric Thomas at Soldier flushed out dozens of ideas before the ignition of the “Pine Commando” concept. Building the brand’s penchant for metamorphosing normal objects into grenades, the pine cone became the next answer. The inspiration for Soldier was the childhood memories of fierce battles in the woods of New England, fought by chucking the plentiful conifer seeds at each other. Grenade’s G.A.S. jackets are available at many Grenade retailers worldwide this winter season.

Soldier Design Site Version 2.0 Goes Live

The Soldier Team — Wed, 30 Jan 2008
After months of development, Soldier Design has launched Version 2.0 of its website. With over a year’s worth of new projects and creative work on display, Soldier has re-defined itself by showcasing its key disciplines and support services. The Flash site was created with custom Actionscript code, running off of our custom-built Ruby On Rails CMS implementation. Many thanks to our new Director of Interactive, Dave Jones, for his genius and of course, his many hours of development. Thanks as well to the Design team who spent endless hours designing the site and then preparing content. Enjoy!