Chadstone VIC
Retail Design + Retail Strategy
This flagship store launches a new design concept for Edge Clothing which addresses global retail trends towards valuing experience above possession and creating environments that blend a sense of theatre and fun with memorable content and experiences. The shopping experience has been redefined to create an emotional connection with customers by introducing elements such as TV Screens with video content, bespoke changeroom joinery, floating window displays and social gathering spaces. The shopfront design playfully shifts the transition from mall to store with a dynamic shopfront that replaces the traditional full height glazing with a floating window display with feature timber battens and signage above. An angled TV screen draws you into the store with dynamic content which is also then carried through as video projections over the sales counter. To cater for the next generation of shoppers a personal “at-home experience” was created with the changerooms which incorporate a waiting lounge, rug and feature ceiling screens and inside each changeroom a bench seat, ply finishes, vanity light, picture frames and large social-media-ready mirror. The overall retail environment is clean and well-defined with a variety of merchandising options that encourage easy navigation whilst still being interesting and exciting to explore. Finishes are clean and modern with ply, timber battens, terrazzo style concrete tiles and good lighting.
