In 2010, Number One Shoes dropped the word ‘warehouse’ from its name in an effort to shift the brand from being associated with large storage facilities. And now, in a continuation of this move away from all things utilitarian, the chain is revamping its stores to create an improved shopping experience for those that walk through the doors. The Albany store, located in the Westfield shopping centre on Auckland’s North Shore, was the first store to be relaunched, and the shop at St Luke’s will follow suit next month. And to draw attention to the changes, Number One Shoes has launched a quirky series of campaigns via PR agency Starseed.