In 2012 Studio 1:1 developed a concept of a new image for the Reserved brand. The project's theme was 'light loft'. The main goal was brand rejuvenation and creating cohesive zones (men's, women's and children's) located in the same area. The shop's space was toned down through use of light colours on the walls, textures and floors. Materials such as natural, bleached wood, and vertical brickwork have been used. In 2012 in Galeria Dominikańska in Wrocław the first Reserved shop in the new, rejuvenated version was launched. Subsequent outlets following the new model were opened up in C.H. Wola Park in Warsaw and in Galeria Veneda in Łomża.