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.