Mecca is an Australian brand synonymous with a curated offering of the best global cosmetics. Red Design Group was engaged to support the roll-out of the new Mecca Maxima brand, a one-stop beauty customer experience, across different formats including department store concessions, airport tenancies, and stand-alone stores.
Red Design Group continues to work closely with Mecca’s team to maximize shopfront branding opportunities while customising each layout to deliver the most profitable return per m2. Recent stores have incorporated customer interactive selfie stations and play bars, extending the instore experience and increasing sales. We have also incorporated new digital screen based technologies in strategic sites supporting Mecca’s market demand for a seamless digital customer experience.
Following the success of their first bottle shop in Fitzroy, Wine Republic again worked with Red Design Group to launch their second outlet in the inner city Melbourne suburb of Northcote.
Moving from a single store to a multiple set up had us focus on the potential generic elements for brand equity as well as once off design elements to individualise each outlet. We wanted to make the most of each site’s unique architectural features and local demographics.
A new and unique artwork was commissioned, the original shopfront was maintained, an internal brick wall was re-used as a finish in the new cool room and the existing concrete floor, with loads of personality through years of wear and tear and numerous layers of paint, was given a new life. To minimise waste, only 2 internal finishes were used for the fixtures, down from 3 in Fitzroy, plywood making up 95%.
The tasting table and sales counter are combined to create a feature in the front window and to give the impression of a bar, with the shelving behind highlighting an extensive range of spirits, adding to the illusion. From behind the bar and exploding out onto the street facade and awning, local north side artists, N_artcissistic + Colourhop, created an intricate installation, complete with pirates from the south side plundering gold and the best boutique wine in town.
Oversized sculptural category signage accentuates the ceiling height leading to the back of the store and the new cool room, which was felt to be essential due to the higher expected beer sales in Northcote.
Entwined through all of these elements is an informative signage and ticketing strategy that assists customers locate, select, and purchase product.
Uniqlo partnered with Red Design Group to implement their international flagship format throughout four levels of the 2900m2 retail store within Emporium Melbourne, before moving into an Australia-wide roll out of more than 16 stores.
Since the opening of the Melbourne Flagship store in April 2014, Red Design Group has continued to work with the Uniqlo international design team, interpreting their global standards and developing solutions suitable for the Australian market and delivering 2 more flagship stores in Sydney and Brisbane.
Uniqlo operates in 18 countries globally, making it one of the fastest growing global retailers and on track to achieving their goal of becoming the World Number 1 Apparel Brand.
When Retail Apparel Group approached Red Design Group to create new menswear fashion label brand, Johnny Bigg, they were adamant that they wanted to set a new direction in menswear retailing. Although targeted to the plus-sized market, plus-sized does not necessarily mean overweight and this was an important stigma that needed to be overcome for the new business. A plus-sized man might be tall; he may have exceptionally large feet, or even a muscly build from weight training. Put simply, standard clothing sizes don’t fit them for a variety of reasons. Johnny Bigg aspired to break the negative stereotyping of plus sized fashion for men.
Red Design Group worked with the client to define the Johnny Bigg brand attributes. Bold, confident, urban, authentic, irreverent, and gusto were words that they agreed would shape the brand personality. Referencing these attributes, the design process began. All brand elements from the brandmark through to swings tags, labels, signage, boxes, shopping bags, posters and the interiors were designed by Red Design Group.
The bright orange in the brand is a bold statement. It sets Johnny Bigg apart from its monotone competitors. The bold colour anchors the brand and gives it a stylish, contemporary feel. Throughout the store environment, people feel that the brand has personality and that Johnny Bigg is speaking directly to them.
Positioned in the art grunge scene of Melbourne’s iconic Brunswick Street, Fitzroy, Wine Republic is a new concept store redefining the humble bottle shop.
Our clients’ extensive knowledge of national retail opportunities enabled a brief targeting a specific market segment. It required a design solution that was to be local, approachable, knowledgeable, urban and unique.
With the rise of the inner city craft markets and Fitzroy’s established reputation for street art, our aim was to introduce an arts focus incorporating sculptural talking points, illustrations and visual merchandising opportunities that complimented the Wine Republic brand values.
The challenge was to visually merchandise a product that is generally all one size in the long and narrow tenancy. We introduced visual breaks to decrease the depth and heighten the experience. Vertical banding on the walls, achieved by cutting the existing plasterboard to expose original brickwork, shortens the depth of the space and adds colour and texture. ‘Varying the height and depth of the wall fixtures created a fractured shelving system, avoiding an overwhelming wall of wine bottles’ Creative Director Colin Bell explains. The diagonal zigzag pattern on the floor, using smooth and rough sawn tile finishes, completes the visual strategy.
Oversized sculptural category signage guides customers and accentuates the ceiling height, leading to the lighting sculpture positioned over the tasting table. This 800 green bottle installation, nicknamed the ‘Wine Cloud’ is the result of a close collaboration between Red Design Group and local lighting designer Daniel Giffin.
Red Design Group worked with Wine Republic a second time for their Northcote store. See project here.
Established in 1849 in Adelaide, Harris Scarfe is one of Australia’s oldest department stores with more than 50 stores nationwide. Having worked with Red Design Group for almost 10 years, Harris Scarfe approached us to redefine the brand in their home state with the new flagship store in Rundle Place. Set over 2 levels, the 9000m2 store is the biggest HS in the country and planning the navigation of the 6000m2 upper level was the main challenge.
Working with the in-house marketing and VM team, we kept a simple generic base building, paring back the finishes to natural concrete, exposed ceilings, white fixtures and walls with pops of colour, and visual interest at regular intervals along the customer journey.
On the ground floor entry, a catwalk feature for the apparel department leads you into the store creating a flexible VM zone with a constantly changing entry experience.
The entry signage panel itself angles into the shopfront and then breaks up into bands as it moves into the store, creating a dynamic entry statement and redefining the old dame of Adelaide.
The café, named 1849, became a representation of the HS brand rather than being handed over to be branded by another operator. Exploiting the volume of the space, a 4.5m high café structure becomes a navigational icon centralised on the upper floor. A local artist was commissioned to create a 10m long montage mural along an adjacent wall, using as a basis the original Grenfell Street Victorian building, giving a further nod to the past.
Following the successful re-design of their Melbourne Airport store, eminent Australian menswear institution Henry Bucks re-engaged Red Design Group to refurbish their flagship store on Melbourne’s premium shopping precinct, Collins Street.
Trading in Melbourne since 1890, Henry Bucks embarked on a journey that has reinvented their brand through design led and generational change to make it more relevant to a broader younger demographic.
Set over 2 levels, the main challenge within the space was a 5m diameter void on the ground floor with a curving staircase to the basement level. The void cuts into the floor space significantly, restricting the opportunities for merchandising and the ability to sell a compelling story. The store also faces onto a pedestrian laneway with full height glazing running the length of the connection.
A series of cantilevered box forms that together make up a square, reduce the size of the void, freeing up additional floor space on the ground floor. This collection of forms is linked together by a white powder coated steel ‘ribbon’ that sets the new form firmly in the present and is in contrast to the heritage elements of the brand. This juxtaposition of modern and heritage is played up throughout the spaces. Victorian timber glass display cases have been maintained alongside the new more contemporary shelving units on the ground floor in a combination of polished steel and dark timber veneer.
The selection of blue metal framing for the Collins Street shopfront imparts a contemporary twist on a classic element of paneling. To contrast this, and screen the laneway shopfront, we developed a dynamic angled timber framework creating an element of intrigue beyond. Originally we had the framing as a 3-dimensional sculpture on the outside of the glazing, giving an edgier laneway contrast to the heritage of the Collins Street entry. After some debate with the landlord, it was agreed to move it behind the glazing and flatten the dimension.
Red Design Group were commissioned to work on Project Energise, a strategic plan to reinvigorate the business nationally through brand re-positioning, new products, and a new store format.
Three store layouts were developed to suit different locations and environments: a small CBD store, a medium sized suburban store and a large suburban store with fuel. Each layout has three clear zones: Impulse Fast Track, Food, and Grocery. These focal points were developed as separate concepts; incorporating standard modular panels, sharp graphics and special equipment such as self-serve coffee machines, Slurpee dispensers and display cases for hot and cold food.
A new treatment of the famous 7-Eleven “energised” stripe is used on the external signage and shopfront and also as a strong ceiling feature leading the eye from the front door to the sales counter. The new design has been rolled out across the network of 368 stores in New South Wales, Queensland and Victoria.
Since opening its doors in 2011 Blue Goose Pharmacy has captured the imagination of customers and the pharmacy industry for its creative and innovative design.
Red Design Group designed the interiors and brand identity for this flagship store with the understanding that their client wanted to create an upmarket, boutique-style pharmacy. The client sought to emulate the European apothecary and target a discerning, style-conscious customer, delivering personalised prescriptions with the very best in natural medicine and organic health care.
The design consists of clear, open shopfront, high ceilings and strategic visual merchandising to draw customers into the light, airy space. Oversized limed timber doors set the scene and balance with the grey-blue wall colour referencing the ‘plumage morph’ of the snow goose when it changes from the ‘Blue Goose’ to its whiter mature form. Limed oak timber flooring wrapping onto counters, marble bench tops, high-quality finishes and an unsurpassed attention to detail complete the design.
The 880m2 design of Harris Scarfe’s sub-brand store, hs home in Springvale, Victoria, is a destination in proportion, brand offer and customer experience. The contemporary design builds on previous ideas successfully applied to the design of the HS Home store in Adelaide’s Gepps Cross Homemaker Centre, although this project is pitched at a younger shopper.
The introduction of a new casual language is one technique that helps to infuse a new twist to the latest HS Home offer. Working around the notion of a four-pillar policy, long orange pendant lights lead customers from the entry through the space toward four major departments. Each is denoted by a suspended, transparent mesh, signifier element that permits unimpeded vision storewide. Their fun graphic treatment allows customers to easily identify departments. Both devices effectively reduce the perceived ceiling height and conjure more intimate shopping surrounds.
Angled positioning of the lighting in a diagonal fashion rather than giving way to a conventional straight aisle is a measure that functionally encourages customers to explore the space.
The captivating hot pink main sales counter is one of several big and bold, yet simply executed punches of vibrant colour. This intentional contrast to the striped green wall fosters a sense of movement while incorporating the Harris Scarfe brand colours.
The Husk brand displays uniqueness, authenticity, and diversity. Its retail environments have been designed to reinforce this, with an approach aimed to surprise and thrill.
Red Design Group worked with the client to create its Carlton store on busy Lygon Street in Melbourne. We developed three distinct zones to boost sales; female fashion located adjacent to the entry and shopfront, fashion accessories located centrally adjacent the changing rooms, and homewares located at the rear of the store as a key focal point.
The concept is organic, ethereal and theatrical. Beautiful hand-painted botanical leaves applied along the tenancy walls influence other complementary elements; including bronze tree branches designed for clothing racks and change room hooks, change rooms resembling Bedouin tents, and Renaissance Chevron Parquet flooring.
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.
Myer is an organisation that Red Design Group has a long history of supporting with interior design services. We have completed over 50 projects with this iconic department store – the most recent being the refurbishment of the Basement, ground floor and level three of its Melbourne flagship store as part of a $300mil major make-over.
Department store design requires a specialised skill set as you need to be mindful of the master-brand while still retaining the integrity of the sub-brands housed within. Department stores are heavy traffic environments that require durable materials and thoughtful space planning so people can find items quickly, but are have the opportunity for chance encounters with new products.
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.
Previously known as Boyd Lane & Co, the Oroton brand was created in 1950 blending “oro” the Italian world for gold, with “ton”, suggesting abundance. Oroton is Australia’s leading designer and maker of luxury handbags, leather goods and accessories.
When Red Design Group began its relationship with Oroton in 2008, the brand had ambitious expansion plans. Working closely with Oroton’s Managing Director, Sally MacDonald and Creative Director Ana-Maria Escobar, Red Design Group developed a new retail format to reflect the prestige of the brand.
The Oroton store interiors reflect the core principles of the product itself: quality, classicism, and longevity of style. One unique element, inspired by the Oroton product range, is a feature wall consisting of three-dimensional tiles symbolising the ‘O’ jacquard design made famous in the lining of each Oroton bag.
The stylish stores feature quality finishes, product-enhancing lighting, and flexibility of the visual signature throughout.
Portmans is one of Australia’s most iconic fashion brands with 130 stores in Australia and New Zealand. Red Design Group won a competitive pitch to reinvigorate the brand and we were delighted to have the opportunity to work on their new, high profile site on Sydney’s Pitt Street Mall.
The inspiration for the pitch concept was a seamstress workshop. As the design process developed, working closely with The Just Group’s VM Manager, the concept evolved into more of a New York loft space.
The existing conditions of the site were exploited by exposing the slab ceiling and concrete walls to give the space a rawness which contrasts with the softness and femininity of the clothes. With the Portmans brand defined as “fearlessly feminine – glamorous and playful” we wanted to reflect the richness of the materials while still maintaining a blank enough canvas for the VM team.
Limed oak flooring, painted bricks, the simple white organic forms of the hanging rails and the more formed timber encasements to the walls led to a natural palette rich in texture and warmth. The sealed concrete walls are softened by exquisite hand painted murals created by a local artist. Working alongside the VM team kept us focused on the Portmans girl who “can never be too feminine”.
Red Design Group worked closely with the Rogerseller team to develop what is the most visited bathroom showroom in Australia. The showroom is also now the National Head Office supporting the NSW, QLD, and WA showrooms also designed by Red Design Group.
Our brief was to elevate the Rogerseller brand beyond the reach of competitors, redefining the bathroom showroom market while retaining existing, and attracting new customers.
Our extensive retail design experience allowed us to approach the design from the point of view of the customer, considering their experiences in the retail environment. We wanted to play on the juxtaposition of an urban grunge setting in industrial Richmond, inserting a layer of slick design into the historic building envelope. This reflected the Rogerseller product itself which has been at the forefront of designer bathroom ware in Melbourne since its inception over a hundred years ago. The showroom has been configured as a customer journey with plenty of chance encounters with products in themed zones.
Indonesia’s largest Department Store, Matahari, is a retailer of apparel, accessories, beauty products and homewares that appeal to the fashion conscious, value-minded consumers. Backed by a trusted network of local and international suppliers, Matahari’s stores deliver an exciting and dynamic shopping experience.
Initially, Red Design Group was briefed to create a new brand identity for the business and redesign its Karawaci store in Indonesia. Both were very successful projects. The brand identity was implemented across 126 stores, and we were appointed to review and improve the layout and functionality of a number of other stores.
Red Design Group also worked alongside Matahari to upskill its in-house design team to deliver a new level of consistency and efficiency across stores. We acted as Matahari’s external expert design resource for conceptual design, advice, and extra capacity during peaks in its store development program.
The Candy Room’s whimsical fit out has become one of the most talked about projects we have ever undertaken. The small confectionary shop in the heart of Melbourne’s CBD was designed to bring our client’s wholesale business to life in a retail environment.
Our client, Sweet Enough, wanted the store to be edgy, humorous, and uniquely charismatic to highlight the whimsical nature of the product. It was not to be simply a shop, it had to be a destination and an experience.
Wanting to design a playful, simple and somewhat illusional space, we worked on exaggerating the IDEA of a room. Everything, including the fixtures, is painted in white, while graphically applied line artwork produces the suggestive elements of a room – A kitchen splashback is drawn complete with a boiling pot on the stove or a framed portrait of one of the kids.
Red Design Group was also responsible for the branding and all the packaging throughout the store. Allowing the space to be predominately white allowed the colours of the confectionery to dress the space. In a sense, the interior design for The Candy Room creates a fantasy and experience of a room without actually creating one.
Once upon a time being sent to Conventry meant social isolation. According to legend, the citizens of Coventry in Warwickshire had such a dislike for soldiers that no interaction was ever allowed between the garrison and the town; hence, when a soldier was sent to Coventry he was socially isolated.
The brainchild of Stephen Hepburn, Coventry Books is an example of how to turn a concept for a first business into a desirable destination where people choose to linger. With the help of Red Design Group, the gem of an idea for the children’s book store has become a specialty retail outlet with a loyal clientele.
“My original idea was to open a children’s book store as I felt kids were not really catered for except in an exploitative way. Book shops didn’t really want kids as part of the populous,” said Hepburn.
“But after considering our options we decided to become a full-service book retailer and to use the beautiful space at the back of the store to make a special children’s area.” Hepburn’s brief to Red Design Group was to design a book store to suit the demographic and location in tree-lined Coventry Street, South Melbourne.