STORE DESIGN
DESIGNING A STORE HAS MANY COMPONENTS, THERE ARE MOVING PARTS AND DISCIPLINES AS DIFFERENT DEPARTMENTS SPECIALISE AND OVERLAP TO GET THAT END PRODUCT. BUT ALL PROJECTS HAVE TO START SOMEWHERE AND THOSE BELOW PRETTY MUCH STARTED WITH A NEED, AND THEN THE TIME FOR ME TO EXPLORE……ACTUALLY MOST DID ALLOW ME A LOT OF TIME BUT THAT IN ITSELF IS PART OF THE PROCESS.
THE LOOK, MATERIALS, FIXTURES, LAYOUT, FLOW, STORAGE, AND HOW IT ALL COMES TOGETHER IS WHAT I HAVE DELT WITH ON MANY OF THESE PROJECTS. ITS A PUZZLE AND CHALLENGE THAT I ENJOY. SOMETIMES WE GET TO CREATE SOMETHING NEW AND SOMETIMES IT IS YOUR VERSION OF AN EXISTING IDEA. THESE ARE ALL OF THAT AND MORE.
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SUPERGLUE PENRITH
SUPERGA
GLUE STORE
DENHAM / LE COQ SPORTIF
SUPER GLUE PENRITH
CREATING A FULL CONCEPT FROM SCRATCH IS NOT SOMETHING ONE PERSON GETS TO DO OFTEN BUT THIS WAS THE CASE HERE. THE CHAIRMAN AND CEO WANTED A BRAND NEW CONCEPT FOR THEIR LATEST SUPER GLUE STORE SO THEY LOOKED TO ME.
YOU NEED TO START SOMEWHERE AND FOR THIS WE HEADED TO TOKYO. THIS RETAIL WONDERLAND GAVE US A STARTING POINT TO CREATE A MULTI-BRANDED DESTINATION THAT HAD FLEXIBILITY TO CHANGE AND ADAPT WITH THE BRANDS, THE BUY, AND THE EVER CHANGING PRODUCT MIX THAT IS A REALITY FOR YOUTH RETAILERS. THIS WAS TO HAVE UNIQUE ELEMENTS THAT WOULD HELP STAND OUT IN THE AUSTRALIAN MARKET AND ELEVATE THE BRANDS WITHIN. TO CREATE AND BE A DESTINATION.
THE JAPANESE FAVOUR A MORE SERVICE BASED INDUSTRY THAT DIFFERS TO MUCH OF AUSTRALIA, SPACE IS AT A PREMIUM AND THAT RESULTS IN DIFFERENT DESIGN, LAYOUT, MERCHANDISING, AND A DIFFERENT CUSTOMER EXPERIENCE…. BUT THE PHYSICAL AND STORY TELLING ELEMENTS IN THE RETAIL UTOPIA INSPIRED THE CREATION OF THIS NEW DESIGN AND A CUSTOMER JOURNEY RELEVANT TO THE AUSTRALIAN YOUTH CUSTOMER.
THIS IS A PERIOD OF CHANGE FOR RETAIL. NEW PLATFORMS AND EXPERIENCES MEAN RETAIL IS IN FLUX. BRICKS AND MORTAR IS STILL RELEVANT BUT IN DIFFERENT WAYS TO ONLY A FEW YEARS AGO, SO A STORE OF THIS SIZE NEEDED SOMETHING EXTRA TO GET THE CUSTOMER TO EXPLORE, DISCOVER, AND EDUCATE. ITS NOT JUST SHOPPING ANY MORE.
THIS STORE NEEDED A NEW COLOUR AND MATERIAL PALETTE. THE STAPLES OF THE BUSINESS ARE STILL THERE - PLYWOOD, GREY, WHITE, BLACK, TILE, POWDER COAT - BUT WE HAVE SOME NEW IN THERE AS WELL - RECYCLED RUBBER, ASSORTED TONED TILES, TERRAZZO, RAW STEEL, BRUSHED STEEL, WARMER TIMBER, CLEAR ACRYLIC, AND CEMENT FIBRE BOARD ALL MADE THE MIX.
A REINTRODUCTION OF THE BRANDS HERITAGE COLOUR ORANGE IN A NEW HUE PAIRED WITH COMPLIMENTARY COLOURS FOR VARIOUS DEPARTMENTS TO HELP DIVIDE, DEFINE AND DIRECT WITH THE CUSTOMER JOURNEY AS THEY MOVE THROUGH THE STORE.
DIFFERENCES TO THE REGULAR STORE DESIGN WERE MADE WITH THE NEW ‘FEATURE SPACES’, THE FOOTWEAR AREA AND THE CASH DESK RUNNING THROUGH THE CENTRE OF THE STORE. THIS WAS DONE TO INCREASE ACCESSIBILITY TO THESE AREAS, TO ASSIST IN OUTFITTING, AND TO HELP DIVIDE AND DEFINE THE MAJOR DEPARTMENTS OF MENS AND WOMENS.
CUSTOM DESIGNED AND BUILT FIXTURES HELP DEFINE THE VARIOUS AREAS OF THE STORE AND REINFORCE THE FEEL OF REAL VARIETY AS YOU MOVE THROUGH THE SPACE. MATERIAL COMBINATIONS CHANGE IN EACH SECTION AND WITHIN THE AREAS THEMSELVES TO HELP HIGHLIGHT BRANDS AND DIFFERENTIATE FROM THE PREVIOUS.
PRODUCING CUSTOM FIXTURES ARE A BIG PART OF THE STORE DNA. ACTUALLY ALL ARE CUSTOM EXCEPT FOR SOME OF THE WALL STRIPPING.
ANOTHER BIG PART WAS THE USE OF UNEXPECTED OBJECTS AS FIXTURES, LIKE THE SUZUKI CARRY WRAPPED IN ORANGE THAT IS A MOVABLE AND WITH ITS FLAT BED IS ADAPTABLE FOR BRANDS TO TAKE OVER. PALETTE JACKS ARE ALSO USED TO MOVE VARIOUS FIXTURES AROUND THE STORE, AGAIN ORANGE IN COLOUR, THEY REMAIN ON THE FLOOR AND ADD TO THE MIX OF LOW GRADE AND PREMIUM MATERIALS POPULAR IN YOUTH AND PREMIUM FASHION RETAILERS AT THIS TIME. THIS IS ALSO SEEN IN THE CINDERBLOCKS WALLS, GALVANISED METAL, AND IN THE CINDERBLOCK BASES AND GRAVEL USED IN FOOTWEAR. MASS STATEMENTS OF MATERIALS PUSH THIS FURTHER, REPETITION LIKE THE METAL TUBING TABLES STAND OUT BUT ALSO STILL WORK.
AS WELL AS DESIGNING THE STORE, FIXTURES, FEATURE SPACES, AND MORE I WORKED WITH THE VM TEAM ON ALL SIGNAGE AND DISPLAY TO MAKE THE MOST OUT OF THE SPACE. LIGHT BOXES, CUSTOM NEONS AND ILLUMINATED SIGNS, 3D LOGOS, AND A SIGNAGE SYSTEM WITH CHANGEABLE INSERTS WE ALL CREATED AND PRODUCED FOR THIS STORE.
EXTRA DISPAY WAS ALSO ADDED USING ACRYLIC, VINYL, FLORISTRY, STONE, FOREX, FOAM BOARD, FABRIC AND MORE TO MAKE THIS A POSITIVE EXPERIENCE FOR THE PENRITH CUSTOMER.
‘FEATURE SPACES’ WERE IMPORTANT TO HELP HIGHLIGHT BRANDS AND STOCK THROUGHOUT THE STORE. THEY GIVE A BRAND THE OPPORTUNITY TO SHOWCASE MORE OF WHO THEY ARE IN MULTI-BRAND ENVIRONMENT AND IN A STORE WITH A VARIED FIXTURE PACKAGE. THE SPACES ARE DESIGNED TO HAVE SOME FLEXIBILITY BUT ALSO HAVE THEIR OWN DNA SO THAT NO MATTER WHO IS IN THE SPACE IT STILL FEELS LIKE A COLLABORATION WITH SUPERGLUE.
THIS 700SQM STORE HAS MANY VARIED AND UNIQUE AREAS, FIXTURES, AND PLENTY OF PLACES FOR FUN, PRACTICALITY, AND BEAUTY.
SERVICES
Concept
Store Design and Layout
Fixture design and procurement
Signage, Print, and Displays Design and Procurement
Minor Store Project management
Photography (Partial)
PARTNERS
Fern Lewis - Constructions drawings
Onsite Project Management - L. Phan/G. Tam
VM and Display - Laurie Miller and In-house VM Team
Construction - Souther Cross
SUPERGA
THIS SMALL 44SQM STORE IS THE FIRST PHYSICAL STORE FOR THE BRAND IN AUSTRALIA. WANTING TO STEP AWAY FROM THE ‘RED’ HEAVY DESIGN USED IN EUROPE AND IN THE USA, SUPERGA AUSTRALIA WANTED SOMETHING CLEAN AND SIMPLE TO SHOWCASE THE EVER CHANGING PRODUCT MIX AND TO APPEAL TO THE MORE SOPHISTICATED CUSTOMER THAT THE BRAND HAS ATTRACTED IN THIS COUNTRY.
THE STORE LOOKS VERY CLEAN AND MUTED WHEN VIEWED FROM THE ENTRY WAY BUT THE STORE HAS HINTS OF SUPERGA RED INSIDE THE CONCEALED POS AREA AND THROUGH SIGNAGE AND PROPS AROUND THE STORE. ACCESSORIES ARE ALSO TUCKED AWAY ON THE FAR SIDE OF THE CASH DESK TO KEEP THIS CLEANER LOOK.
AN ALTERNATE AND AND SOMEWHAT LESS CONVENTIONAL DESIGN WAS PUT TOGETHER TRYING TO CREATE SOMETHING A LITTLE DIFFERENT IN THIS MARKETPLACE BUT WAS ULTIMATELY REJECTED.
BUILDING AN ANGLE INTO THE SPACE WITH A DOOR DISAPPEARING INTO THE BACK TO DRAW YOU INTO THE STORE AND FOCUS YOUR EYE TO THE IMAGERY INSIDE BUT ALSO TO TAKE FOCUS OFF THE STOCK ROOM ENTRY ITSELF.
STILL A ‘LIGHT AND CLEAN’ DESIGN WITH A LIGHT GREY ADDED TO THE MIX THIS WAS DECIDED TO BE NOT SUITABLE FOR THIS LAUNCH.
CLEAN AND SIMPLE.
THE LARGE FORMAT MARBLE TILE USED TO CREATE THE CASH DESK IS REPEATED ON THE MAIN FOOTWEAR WALL. THE OVERALL MATERIAL LIST WAS SMALL AND USED REPETITION THROUGHOUT. ALL SHELVING IS THE SAME POWDER COATED METAL WHICH IS USED AGAIN ON THE WINDOW PLINTHS. THE RENDER ON THE SHOPFRONT PORTAL IS REPEATED ON THE ‘MENS’ DISPLAY WALL.
A SUPERGA ‘ICONS’ WALL IS PRESENT AT THE BACK OPPOSITE THE ENTRY. THIS WALL CAN BE USED AS A STATEMENT AND ALLOW THE STORE TO SHOWCASE STOCK IN MASS AND PRESENT CURRENT MARKETING WTH A CENTRALLY LOCATED SCREEN.
THE STORE IS BROKEN INTO SMALL WALLS SECTIONS AND AREAS TO GIVE THE MERCHANDISERS THE ABILITY TO BREAK TO STORE INTO GROUPS, BE IT WOMENS, MENS, CHILDREN OR ANY OTHER COMBINATION THEY NEED. EACH SHELVING GROUP IS SET AGAINST A DIFFERENT MATERIAL OR HAS LIGHT BOX TO HIGHLIGHT CURRENT IMAGERY.
SERVICES
Concept.
Store Design and Layout
PARTNERS
Fern Lewis - Constructions drawings
Onsite Project Management - Liz Phan
VM - Laice Bollen
Construction - Southern Cross
GLUE STORE
IN 2016 GLUE STORE STARTED ON A NEW DESIGN CONCEPT FOR THIER STORES. I HAVE BEEN ABLE TO CREATE A LOT WITH THIS DESIGN AND THE VARIOUS ELEMENTS FOR EACH OF THESE SPACES. ALL FIXTURES WERE DESIGNED AND MANAGED BY ME AS WELL AS THE DESIGN OF THE FOOTWEAR SECTIONS. MOST OF THE STORE LAYOUTS AND OVERALL DESIGN ARE THOSE THAT I DEVISED AS WELL AS THE CONTINUED UPDATE AND IMPROVEMENT OF THESE ELEMENTS OVERALL I AS THEY ROLLED OUT TO NEW LOCATIONS.
STORES LIKE QVB, WARRINGAH MALL, DONCASTER, WORLD SQUARE, DARLING HARBOUR, ROUSE HILL, BRISBANE CITY, PARRAMATTA, ALL RECEIVED THIS DESIGN AS WELL AS A VARIATION I CREATED FOR OUTLET LOCATIONS.
TRADITIONAL GLUE WALL FIXTURES SYSTEMS WERE USED BUT NOW BROKEN INTO SMALLER STORIES OR WALLS TO HELP WITH MERCHANDISING AND TO PRESENT THE BRANDS IN A BETTER WAY. VARIETY IN DESIGN OF FLOOR FIXTURES ADD INTEREST TO THE CUSTOMER JOURNEY. STOCK NO LONGER LOOKS THE SAME WITHOUT AND THIS SLIGHT VARIATION AND CAUSES THE CUSTOMER TO ACTIVELY LOOK AS THEY MOVE THROUGH THE SPACE.
FOOTWEAR NEEDED TO BE STRENGTHENED FROM PREVIOUS DESIGNS INTO A DEFINITIVE DESTINATION FOR THESE NEW FIT OUTS. THE FIXTURES WERE DESIGNED TO HAVE SOME FLEXIBILITY BUILT IN BUT IN OTHERS FOR THE FOOTWEAR TO HAVE A CLEAR PLACE AND BE THE HERO. SIGNAGE WAS TO HAVE ITS OWN PLACE BUT BE CLEAN AND OUT OF THE WAY, AND A NEW AREA WAS CREATED TO HIGHLIGHT BRANDS OR STYLES WHEN NEEDED. THIS ‘ANGLED SHELF’ WALL COULD BE USED FOR A SPECIFIC LAUNCH, TO HIGHLIGHT A BRAND, OR SHOWCASE FAVOURITES ON MASS AND ALL DONE IN PAIRS TO ELEVATE THAT SPECIFIC OFFERING.
WITH ADDITIONS LIKE MID FLOOR WALLS TO INCREASE LINEAR AND DIRECT FLOW WERE A NEW COMPONENT IN THESE DESIGNS TO PREVENT STORES BECOMING A SEA OF FLOOR FIXTURES. THIS MAKES THE CUSTOMER STOP AND ASSESS THE AREAS THEY ARE CURRENTLY IN, TO LOOK AT THE FIXTURES AND WALLS IN FRONT OF THEM BEFORE MOVING ON THROUGH THE STORE ITSELF. THIS IS IMPORTANT, YOU DON’T NEED TO SEE THE DETAIL AT BACK OF THE STORE FROM THE FRONT. MAKE THE CUSTOMER SEE WHAT IS AT THE FRONT AND DRAW THEM IN. THIS WAS THE GOAL AND THE WALLS WORKING WITH THE NEW FIXTURE STARTED THIS JOURNEY.
SERVICES
Concept.
Store Design and Layout
Fixture design and procurement
Display and signage designs and procurement
Visual Merchandising and brand planning
Photography (some)
PARTNERS
Fern Lewis - Constructions drawings
Onsite Project Management - Liz Phan
VM - Samantha Wiggins and In Store VM teams
Construction - Various Shop fitters.
Photography (some) - Eric Sujanto
DENHAM / LE COQ SPORTIF
IN THE SYDNEY CITY SUBURB OF THE ROCKS TWO SMALL RETAIL SITES BECAME AVAILABLE FOR WHOLESALER TREND IMPORTS TO PLACE STORES FOR THEIR DENHAM AND LE COQ SPORTIF BUSINESSES. AS A HERITAGE AREA THE BUILDINGS PROVIDED THEIR OWN CHALLENGES AND PROBLEMS, THE MAIN OF WHICH BEING THAT WE COULD NOT TOUCH THE WALLS. NOT AT ALL.
IN A ROOM WITH ITS OWN HISTORY AND HERITAGE WE DECIDED TO KEEP IT SIMPLE AND HAVE A CLEAR LINE BETWEEN WHAT WAS NEW AND WHAT WAS EXISTING. NO ONE COULD CONFUSE GALVANISED PIPING AND PLYWOOD WITH THE ORIGINAL.
DENHAM AS A BRAND HAS SOME VERY UNIQUE DISPLAY PIECES. THESE PROPS DO AN INCREDIBLE JOB TO SHOWCASE WHAT THE BRAND IS ABOUT SO IN THIS STORE WE CREATED A FRAMEWORK TO ALLOW THOSE PIECES WITH THE STOCK ITSELF TO SHINE AND TELL THE BRAND NARRATIVE.
COLOUR WAS KEPT SIMPLE, MATERIALS FAIRLY RAW, PLAIN BOXES, FLAT BOARDS, AND RAILS ADDED TO HOLD THE STOCK AND AS A PLATFORM TO MOUNT THE CLASSIC DENHAM SCISSORS, SAKE BOTTLES AND ASSORTED PROPS.
A VINTAGE DESK WAS PLACED AS A FOCAL POINT AND CASH DESK PAIRED WITH VINTAGE SEWING MACHINES TO CREATE A DENIM ATELIER IN THIS SMALL SPACE.
LE COQ SPORTIF HAS A VERY DIFFERENT CUSTOMER AND BRAND AESTHETIC TO ITS NEIGHBOUR DENHAM BUT THE VERY SIMPLE FRAMEWORK THAT WE CREATED WAS VERSATILE ENOUGH TO BE USED FOR BOTH BRANDS WITH A FEW SIMPLE CHANGES.
THE VISUAL MERCHANDISING STYLE OF LE COQ FOCUSED ON ALLOWING FULL SIZE RANGE OUT AND SHOWCASED THEIR VARIETY INSTEAD OF THE MORE BOUTIQUE STYLING OF DENHAM. IT ALLOWED THE VERY COLOURFUL SPORTS BASED STOCK TO PRESENT IT STYLING STORY WITH MORE FRONT FACES, BOLD IMAGERY AND RELEVANT PROPS TO GIVE A DIFFERENT FEEL.
A FLOOR FIXTURE OF THE SAME MATERIALS USED ON THE WALLS WAS MADE TO HOLD STOCK AND AS A CASH DESK WHICH ALSO MADE THE SPACE ALSO FEEL DIFFERENT TO THE OTHER SIDE.
A STORE WITH FOOTWEAR AND NO STORAGE CALLED FOR AN ‘ON FLOOR’ WAY TO SHOW FOOTWEAR AND HAVE EASY ACCESS TO THE VARIOUS SIZES WHEN NEEDED. THE OPEN SHELVING CHANGED LAST MINUTE TO BE A COVERED SPACE FOR STORAGE OF ALL TYPES OF STOCK. ON THE FRONT OF EACH SECTION A SET OF DISPLAY CUBES WAS MOUNTED TO THE DOORS THAT SLID ACROSS THE SPACE. THIS ALLOWED ALL PART OF THE STORAGE TO BE ACCESSED BY MOVING WHEN NEEDED.
THE STORE VISUAL MERCHANDISING WAS FOCUSED ON GETTING STOCK ONTO THE FLOOR WITH FRONT FACES, SIDE HUNG OUTFITTING, AND BULK FOLDING TO SHOWCASE THE VARIETY IN PRINTS AND COLOUR. BOLD PROPS AT HIGH LEVEL ADD TO THE MOOD WITHOUT TAKING SPACE FROM SHOP-ABLE AREAS.
SERVICES
Concept
Store Design and Layout
Onsite Project Management (some)
Furniture, Display, signage designs and procurement.
Visual Merchandising
Photography (some)
PARTNERS
Onsite Project Management - Eric Sujanto
VM - In Store VM teams
Construction - Shane Edwards