Project Description


Airflex is the newest addition to the Betts Group footwear portfolio catering for the comfort & health conscience consumer. The entire design package needed to attract a new market, avoid alienating their current client base, and establish a clear breakaway from the other Betts brands. The floor furniture replicated the organic free form shape of the foot, breaking away from the highly structured elements and displays seen in other retail shoe stores. These elements float in a comparatively stark modern shell conveying the technology based features of the shoes.