The Strong retail brand developed for the Soul Outlet Chain of companies portrays a unique individual form of identity, branding the chain of female orientated shoe stores. The clever design solution melds the wall and ceiling areas by way of a curved tapering tunnel effect culminating in a central visual focal point at the rear of the store. The simple material selection enhances the geometric form of the internal space by way of the use of stainless steel woven wire mesh, velvet fabric and white lacquer floor.