The brief was to redesign eight boutiques and design two new outlets with the objective of elevating the brand in the market place without losing the distinct personality of each store. Unlike most retail chains where replication of design is paramount, the uniqueness of each Mimco boutique created challenges in terms of product ranging. No two stores are the same, nor are their fixtures and fittings. To provide consistency for better product ranging, Red Design Group designed fixtures that looked different but had similar dimensions. One store features brass and copper, another exposed timber and another stone and marble. Each store retains it’s own personality but with improved displays and sight lines.
We developed new fixtures that moved the product off the wall, ensuring greater visibility. As a result, sales have increased by 150%.
Darren Hose, Design Principal, Red Design Group.
A “Colosseum” concept has been created to take advantage of Mimco’s highly visible, corner location in Melbourne’s Chadstone Shopping Centre. A number of tiers, starting with the horizontal surfaces allow strong visual merchandising and a variety of layers. The unique slatted ceiling cleverly disguises a grid which allows products to be hung from above anywhere in the store. A timber display system on the rear wall converts into flexible shelving and retractable shelves can be pushed into the cavity to create a flat timber wall.