How was NERDY able to become new without losing its sense of familiarity?

In 2022, NERDY renewed its brand attitude with the message “Be the nerd.” But in the store, rather than simply presenting a new image, what was needed was an experience that allowed customers to naturally feel the brand’s evolution and shift in identity. Starting from the idea of the “blank space” in the BL’E’NK COLLECTION, FLYMINGO designed a space where customers could fill NERDY with their own tastes. By stripping back the familiar store structure and introducing accent colors, free-flowing curves, and a metallic mood, the space created a new flow.