Experience the transformative world of Cecil Gee, a legendary project by Butterfield Design Studio in Lakeside and Bluewater, UK. This remarkable undertaking involved rebranding and designing a new store concept for the iconic Cecil Gee menswear fashion label. By delving into the aspirations of their core customer groups, Butterfield Design Studio successfully modernised the brand and crafted individual identities. The innovative "glossy magazine" backdrop created a contemporary atmosphere for monthly stories and enticing window displays, inviting customers to explore new looks for their adventures. Step inside Cecil Gee and discover a haven of self-expression, where fashion meets personal aspirations.