Image Credit : Andrew Latreille - al@andrewlatreille.com
Project Overview
The design needed to reflect a newcomer in mens only skincare. A small space that was masculine without being domineering through function and finishes to capture the market and help create the client's brand in their flagship store.
Project Commissioner
Project Creator
Team
Ewert Leaf Pty Ltd - Toby Ewert - Director
Hunter Gatherer - Scott MacDonald - Director
Hunter Gatherer - Brett Louis - Director
Project Brief
In a heritage shopfront in Chapel Stret, the first store for mens skincare range Black Leopard needed to capture their market instantly.
Whites, black steel, and timber gave the the space a subtle masculinity without being overbearing. The rear half of the long space was given a more personal function by creating an internal timber room, offset with shadowline surrounds to "float". Enclosed by timber, the "room" is used to give customers a more personal service as the tactility of the surfaces reflect the product's properties.
Steel frames to timber shelves dot the walls to showcase the product in a minimal sense, letting the customer get drawn into the space.
Limewashed existing brick walls and ceiling lighten the space, while the central custom modular timber box counter/display case divides the space and creates lines of travel around products.
Project Innovation/Need
Black leopard is a mens only skincare range in a female dominated market, and so a store devoted solely to this needed to nail the demographic instantly in order to work. Being too masculine would polarize customers, and yet we needed to attract men into the space. The warm timber back "room" is the hero of the space, and draws the customer through the store where the functionality changes to give a more personal experience.
Design Challenge
Short timeframes, and meeting the very specific demographic was imperative for the project's success. The small space gave very little room to move, so visual impact from the street was important, and we needed to create something internally eye-catching that would differ from the shopfronts along Chapel Street.
Sustainability
Utilizing the existing space as much as possible, brick walls were retained, floors retained, and ceilings retained to ensure the works required were minimal to create a unique retail environment.
Low VOC paints were used throughout.
Interior Design - Retail
This award celebrates innovative and creative building interiors, with consideration given to space creation and planning, furnishings, finishes and aesthetic presentation. Consideration given to space allocation, traffic flow, building services, lighting, fixtures, flooring, colours, furnishings and surface finishes.
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