Underdogs is an international working platform based in Lisbon, Portugal that aims at creating space within the contemporary art scene for artists connected with the new languages of urban visual culture. Underdogs believe in promoting art in the city as a public service. With the goal of establishing a close relationship between the artists, the city of Lisbon and its inhabitants. Their store is the personification of that ethos, housing featured artwork, merchandise, art tours and a creative space for visitors to enjoy.

It was our challenge to visualise the Underdogs philosophy and promote their cultural programmes through the visual merchandising of their flagship store. Located in Cais do Sodré, Lisbon’s traditional port area, that has seen a recent renaissance shifting from a hotspot for visiting merchant sailors to one of Lisbon’s artistic and business hubs.

The store is the nerve centre for Underdogs, where the constant flow of people are best able to interact with the brand and the city. We had to convey this relationship that is simultaneously simple and complex, creating a complimentary visual identity to fit both the store and its vibrant location.

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