Gen Z Fashion Retail Design in Forum Mall

Superdry’s new store in Forum Mall, Almaty, reflects the brand’s repositioning towards Gen Z culture. Inspired by Seoul’s urban energy, the design embraces boldness, rawness, and digital lifestyle.

Polished steel, exposed concrete, and black mesh define the material palette. Dynamic LED panels, illuminated signage, and interactive screens create a digital-first retail environment. Flexible zones adapt to fast-changing capsule collections and limited editions

Walls layered with graphics and content speak directly to Gen Z audiences, while curated backdrops encourage social media engagement. Retail becomes more than shopping - it becomes a platform for lifestyle, content, and culture.