Maximising the success of this diverse retail mix is a retail empathetic design that is focussed on the products, the brands, and the customers, whilst being considerate of base build framework. Collaboration with Myer buying groups and visual merchandise teams was critical in evolving the brief and arriving at The Basement’s next chapter.
As part of the $300m flagship store redevelopment for Australian department store icon, Myer, Red Design Group was appointed to design The Basement, Ground Floor and Level 3.
This was the second time that we had been commissioned to reshape The Basement, with the new brief delivering a flattering twist. Considerable brand equity had been built in the youth domain during its six-year life as Red Design Group’s previous installation and Myer was keen to build on its enduring relevance despite the store’s eight other levels undergoing a total transformation.
The quirky caravan remains a highlight area that is accentuated with a bespoke lighting sculpture hovering above. Spanning out from this chill out zone, animated perimeter wall graphics combine with visual merchandising to create alluring interest points at aisle ends to draw the customer through.
While maintaining The Basement as a brand, Red Design Group’s inspiration research team collated stimulus imagery of retail design, visual graphics, and illustrations to push the project’s direction graphically with the client, ensuring the continuation of the on-trend retail environment.