THE BLACK BOX
THE BLACK BOX IS JUST WAS IT SOUNDS LIKE, ITS A BLACK WOODEN BOX AT THE FRONT OF THE SUPERGLUE FLAGSHIP STORE IN EMPORIUM MELBOURNE. THIS BOX IS A ‘FEATURE SPACE’ OR ‘POP UP’ LOCATION FOR BRANDS TO TAKE OVER AND PROVIDE A FOCAL POINT FOR A SHORT PERIOD OF TIME.
THE SPACE IS A CONVERTED CAFE THAT LIVES ON THE LEASE LINE OF THE MENS LEVEL. AT AROUND 16SQM IT IS NOT A LARGE SPACE WITH TWO ENTRANCES, ONE SCREEN, TWO LIGHT BOXES, AND FOUR WALLS TO WORK WITH.
SCROLL TO FIND:
CHAMPION
TOMMY COCA COLA
HELLY HANSEN
HOW TWO LIVE
PARED EYEWEAR
CHAMPION REVIST
CHAMPION
THE FIRST OF THE INTERNATIONAL BRANDS TO GO INTO THE SPACE. CHAMPION DID NOT HAVE ANY ASSETS OR A DESIGN THEY WANTED TO WORK SO I CREATED THIS DISPLAY INSPIRED BY A RECENT SHOOT GLUE PRODUCED FOR CHAMPION TO USE IN WINDOWS AND ON OTHER CHANNELS. PLAYING ON THE SPORTS HERITAGE NATURE OF THE BRAND AND THE SHOOT LOCATION, WHICH WAS A SPORTS STADIUM, I USED THE SHOTS FROM THE SHOOT, SOME EXTRA SHOTS OF STADIUM SEATING, AND PAIRED THEM WITH AN ACTUAL STADIUM SEATING PROP WE BUILT FOR THE SPACE.
EARLY RENDER VS ACTUAL SET UP
IT WAS A HARD CHOICE TO SACRIFICE LINEAR SPACE FOR DISPLAY BUT IT WORKED WELL IN THIS INSTANCE. THE SEATING TOOK 5 OF THE EXISTING WALL BAYS OUT OF THE MERCHANDISABLE SPACE BUT THE PRESENCE OF THIS KEY PIECE MADE THE WHOLE THING MORE SUBSTANTIAL AND MORE OF A MONETARY SUCCESS.
THE LARGE SCALE IMAGERY HELPED TO TIE IT ALL TOGETHER. SIMPLE PRINTED FOAM BOARDS MOUNTED TO THE WALLS OR TO THE WALL FIXTURES THEMSELVES. SOME SHOTS WERE THOSE TAKEN AT THE SHOOT BUT WITH NO CUT AWAYS TAKEN ON THE DAY WE WERE ABLE TO FILL IN THE GAPS NEEDED WITH STOCK IMAGERY.
BEING ON THE MENS FLOOR SOME OF THE MOST SUCCESSFUL ACTIVATIONS WERE SIMPLE AND TAILORED TOWARDS THE MALE CUSTOMER. THE BRAND HAD BEEN DOING VERY WELL FOR THE STORE AT THE TIME BUT THE LIFT SEEN IN THIS LOCATION WAS MUCH HIGHER THAN ALL OTHER LOCATIONS DUE TO THIS SET UP.
PROVIDED
Concept design
Artwork and merchandising direction
Fixture and print management/procurement
PARTNERS
Print Production - Poster Graphics.
Seating Production - Souther Cross Shopfitting.
Visual Merchandising and install - In Store VM team
TOMMY COCA COLA
THIS IS AN EXAMPLE OF WHERE WORKING CLOSELY WITH A CLIENT OR BRAND CAN DELIVERY GREAT RESULTS. TOMMY ONLY HAD ONE SMALL IMAGE OF DISPLAY DIRECTION FROM OVERSEAS USING BOXES AS WELL AS A COCA COLA PRINT TO START THE CONVERSATION FOR THIS ACTIVATION. IT WAS A GLOBAL LAUNCH ALL HAPPENING THE SAME DAY WITH PARAMETERS THAT WERE STRICT.
THE FOLLOWING IS MY INTERPRETATION OF THOSE ELEMENTS TO FIT THE SPACE WE HAD AND THE STOCK PURCHASED BY GLUE STORE. I WORKED A DESIGN AND SUPPLED SUGGESTED DIMENSION AND MATERIALS TO MAKE THIS HAPPEN. THE BRAND TOOK THIS TO THIER PREFERRED PRINTER WHO HAD ALL THE ELEMENTS DELIVERED FOR INSTALL BY MYSELF AND SOME OF THIER VM TEAM.
INSPIRATION IMAGE FROM TOMMY JEANS FOR THE DISPLAY
THIS SET UP WAS ONE OF THE ONLY EXTERNAL ‘BRICKS AND MORTAR’ LOCATIONS THAT YOU COULD PURCHASE THIS COLLECTION FROM IN AUSTRALIA. LAUNCHNG THE SAME DAY GLOBALLY IT SAW SIGNIFICANT SELL THROUGH OF MANY ELEMENTS IN THE FIRST DAYS.
PROVIDED
Concept design
Details for final design and production
Visual Merchandising and install
PARTNERS
Print Production - Tommy Jeans and GPS Retail
Visual Merchandising and install - Tommy VM team
HELLY HANSEN
WHEN LAUNCHING HELLY HANSEN IN GLUE STORES THE BLACK BOX WAS THE PERFECT WAY TO SHOWCASE THE ADVENTURE WEAR BRAND AS SOMETHING NEW AND WORTH EXPLORING. ABLE TO HIGHLIGHT THE ‘SAILING’ AND OUTERWEAR HERITAGE RATHER THAN THE ‘SNOW GEAR’ SIDE IT IS OFTEN KNOWN FOR. ONE OF THE BRANDS RAISING ITS PROFILE IN THE CURRENT GROWTH OF ALL CONDITIONS APPARELS INCLUSION IN STREET STYLING CULTURE THIS ACTIVATION TRIED TO ELEVATE THE BRAND FOR THE GLUE AND YOUTH CUSTOMER.
LARGE PRINTED FABRIC TRIANGLES WERE SUSPENDED AS A NOD TO THE BRANDS SAILING ROOTS AND TO ADD A MORE DRAMATIC FLAIR TO A SPACE WHICH HAD ALREADY SHOWCASED SEVERAL BRANDS TO DATE. THEY WERE ALSO USED TO HELP BLOCK THE ENTRY FORCING CUSTOMERS INSIDE THE STORE TO GAIN ENTRY. THIS WAS ONE OF THE FIRST TO COVER THE BUILT IN LIGHT BOXES ON THE FRONT AND HAVE A TRULY LARGE SCALE IMAGE TO HIGHLIGHT THE BRAND.
PROVIDED
Concept design
Artwork and merchandising direction
Fixture and print management/procurement
Visual Merchandising and install
Photography
PARTNERS
Print Production - Poster Graphics
Visual Merchandising - In Store VM team
HOW TWO LIVE
ONLY THE THIRD SET UP IN THE SPACE THE ‘HOW TWO LIVE’ TEAM PRESENTED A CURATED MIX OF STOCK THAT WAS NOT PREVIOUSLY SOLD IN GLUE STORES. A REAL TAKE OVER OF THE SPACE TO SHOW SOMETHING NEW.
NOT A BRAND THEMSELVES THEY MIXED VARIOUS ITEMS THEY LIKED WITH THIER OWN FOOTWEAR BRAND ‘TWOOBS’ TO PRESENT A DESTINATION FOR LADIES TO SHOP FOR THE SUMMER AND CHRISTMAS PERIOD.
WHILE I DID HELP THE ‘HOW TWO LIVE’ TEAM WITH DESIGNS IDEAS FOR THE SET UP INSIDE THE SPACE THEY TOOK THESE AND WORKED WITH THEIR SHOP FITTER TO GET IT MADE HOW THEY WANTED AND I FOCUSED ON CHANGING THE BLACK BOX INTO A PINK ONE. PINK IS A LARGE PART OF THIER AESTHETIC AND WE DECIDED TO GO THE ALL THE WAY WITH THE SPACE.
THE OUTSIDE PANELING OF THE BLACK BOX WAS LESS THEN TWO MONTHS OLD WHEN THIS PROJECT WAS INSTALLED. IN ORDER TO KEEP THE SURFACE FREE FROM DAMAGE THE OUTSIDE SKIN WAS MADE ENTIRELY FROM YUPPO SYNTHETIC PAPER AND ONLY SECURED IN A FEW KEY AREAS. STRIPS WERE HUNG AND JOINED ALONG PRE-CREASED EDGES WITH A THIN COVER STRIP AND DOUBLE SIDED TAPE MADE TO LOOK SIMILAR TO METAL COLOURBOND SIDING. IT WAS LIGHTWEIGHT, COST EFFECTIVE, BUT EVEN WITH SOME SLIGHT FRAGILITY ISSUES IT WAS VISUALLY STRIKING.
THIS IS THE DISPLAY THAT SET THE TONE FOR THOSE AFTERWARDS. IT WOULD TAKE SOME TIME BEFORE WE SAW THE SPACE FULLY WRAPPED AGAIN BUT TAKING ADVANTAGE OF THE OUTSIDE AS WELL AS THE INSIDE SAW THE BEST AND MOST IMPRESSIVE DISPLAYS.
PROVIDED
Early concept designs
Exterior wrap design, print management, & install
PARTNERS
Print Production - Poster Graphics
Visual Merchandising - How Two Live Team
Construction and install - Souther Cross Shop fitting
PARED EYEWEAR
THE SECOND BRAND TO TAKE OVER THE SPACE WAS SMALL INDEPENDENT SUNGLASS BRAND PARED EYEWEAR. THE ORIGINAL IDEA WAS TO FOLLOW THE INSPIRATION PROVIDED AND USE COLOUR AND SHAPE TO DEFINE THE SPACE AND CREATE DRAMA BY COVERING THE FLOOR AND WALLS AS A BACKDROP TO THE STOCK. THIS UNFORTUNATELY FELL OUTSIDE THE BUDGET SO A NEW IDEA WAS DEVELOPED.
TAKING CUES FROM A RECENT RUNWAY SHOW THE BRAND HAD WITH BAND CLIENT LIAISON AND BRAND CLDL WE SET UP THE SPACE WITH A WALL MOUNTED RAIL FOR A SMALL CLDL APPAREL RANGE, ONE WALL WITH SHELVING FOR EYEWEAR, ONE END WITH A LARGE IMAGE AS IN ‘INSTAGRAM DRAWCARD’ AND SMALLER DISPLAYS THROUGHOUT.
THE MAIN POINT OF INTEREST WAS TO PLACE LIVE PLANTS WITH FLOOR STONES/GRAVEL TO DEFINE AND BORDER THE SHOPPING AREA. THIS IS SOMETHING I HAD WANTED TO DO FOR SOME TIME AND SO WAS THE PERFECT PLACE TO TRY IT OUT.
ONE OF THE GOOD THINGS ABOUT THIS DISPLAY WAS THAT WE WERE ABLE TO RE-USE SOME COMPONENTS THAT BRAND PARED ALREADY HAD IN THEIR ARSENAL, PIECES LIKE THE SHELVING, PLINTHS, AND A MEDIA WALL IMAGE.
THE DISPLAY HEADS AND WALL MIRROR TOO WERE ALREADY AT THE STORE READY FOR USE AGAIN. BEING ABLE TO REPURPOSE AND REUSE IN A NEW WAY IS SOMETHING I THINK IMPORTANT WHEN IT IS POSSIBLE AND WHEN IT STILL CAN BE UNIQUE AND EXCITE.
SOME NEW ELEMENTS WERE ORDERED, THE WALL MOUNTED RAILS, THE PLANTS AND THE STONE BUT ALL WERE USED AGAIN OR DONATED SO WASTE WAS TO A MINIMUM.
PROVIDED
Concept design
Artwork and merchandising direction
Fixture, props, and print management or procurement
Visual Merchandising and install
PARTNERS
Print Production - Poster Graphics
Some materials and props - Pared Eyewear
Visual Merchandising - In Store VM team
CHAMPION AGAIN
AFTER THE SUCCESS OF THE PREVIOUS CHAMPION SET UP IN THE BLACK BOX THE BRAND MADE ITS WAY BACK TO THE SPACE IN 2020. WITH A FOCUS ON NEW ARRIVALS THE OUTSIDE OF THE SPACE WAS SKINNED TO LOOK LIKE A SHIPPING CONTAINER. CUSTOM CHAMPION BRANDED BOXES WERE CREATED AND SET UP IN THE SPACE PUSHING ‘JUST ARRIVED’ CONTAINER FEEL.
WITH NO CAMPAIGN TO DRAW FROM THIS WAS A SIMPLE AND RECOGNISABLE THEME TO DISPLAY TO GRAB ATTENTION. THE BOLD COLOUR WORKS FOR THE SPACE AS A POINT OF DIFFERENCE TO THE NORMAL BLACK FINISH. SHIPPING CONTAINER STYLE PRINTED BOARDS DOORS WERE ADDED TO THE ENTRY IN THE BACK OF THE SPACE TO REINFORCE THE FEELING OF ENTERING A SHIPPING CONTAINER.
PROVIDED Concept Design and management
PARTNERS Visual Merchandising - In Store VM team. Print Production, artwork and install - Picha Projects Photography - Picha Projects
