The Brief: To re-design eight boutiques and to design two new outlets with the objective of elevating the brand in the market place, without losing the distinct personality of each store.
The Challenge: 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 where the same, nor were their fixtures and fittings.
The Design Solution: To provide consistency for better product ranging RED designed fixtures that looked different but had similar dimensions. One store might feature brass and copper, another exposed timber and another stone and marble. Each store retained its personality but with improved displays and sight lines.
Chadstone: RED used a “Colosseum” concept to take advantage of Mimco’s highly visible, corner location in Melbourne’s Chadstone Shopping Centre. A number of tiers were created starting with the horizontal surfaces that allow strong visual merchandising, moving up to the counter units such as the Beauty Bar, and finally to the timber back wall creating a variety of layers.
Flexibility of Design: The unique slatted ceiling cleverly disguises a grid which allows product to be hung from above, anywhere throughout the store. A timber display system on the rear wall can convert into flexible shelving. Retractable shelves can be pushed into the cavity to create a flat timber wall.