Cotswold Outdoor

Lovetrails

The Brief in Brief

Love Trails is more than a running festival; it's a celebration of adventure, exploration and community. Cotswold Outdoor and Runners Need wanted a festival presence that felt authentic to that audience, moving beyond traditional retail to create a welcoming destination where people could relax, discover new products and connect with fellow runners. The space needed to balance product education with genuine festival hospitality, seamlessly blending commercial objectives with the spirit of the event.

What We Did

We designed and delivered an open, experience-led environment that encouraged visitors to linger. The space combined premium retail displays with interactive gait analysis, product discovery, relaxed seating areas and playful wayfinding inspired by iconic outdoor destinations. Natural materials, layered textures and thoughtful branding created an inviting atmosphere that reflected the values of both brands while sitting comfortably within the Love Trails landscape, transforming a festival tent into a place people genuinely wanted to spend time. The concept incorporated destination-inspired graphics, a bespoke signpost feature, a branded club identity and integrated product experiences designed to bring the retail environment to life.

Why It Worked

By putting community before commerce, the activation felt like a natural extension of the Love Trails experience rather than a conventional retail stand. Visitors could receive expert advice, explore the latest footwear and apparel, take part in gait analysis or simply stop to recharge between runs. The result was a welcoming brand destination that generated meaningful engagement, encouraged longer dwell times and strengthened the connection between Cotswold Outdoor, Runners Need and an audience united by a shared passion for the outdoors.