Fabiani store by TDC&Co., Cape Town – South Africa

February 25th, 2014 by retail design blog

Fabiani is a high-end men’s suiting brand, where luxury fabrics, classic style and quality craftsmanship originate all the way from Italy. The brand is well known for its bright pink brand colour, which represents the very core of what Fabiani stands for: classic, urban style with a fun modern twist. Picture a perfectly tailored sharp black suit with an inner lining stitched with bright pink thread.

It was the task of TDC&Co. to develop a new store concept that has a sophisticated and classy look while also being contemporary, vibrant, distinct and unexpected. One of the key design elements is the shopfront, which was designed in collaboration with Make Architects. Perforated steel doors release hints of light within a solid golden entrance portal and convey an urban feel of solidity and masculinity.

Once inside modern block parquet oak flooring emulates timeless style. The cabinet display of suiting evokes a men’s wardrobe feel, keeping the experience quite personal. The marble countertop cash desk and gold ceiling lights are reminiscent of the luxury products on sale. Fun elements like pink display boxes, pink skirting and the carnival inspired tailor signage keep the environment approachable and add the modern twist Fabiani is known for.

The visual merchandising and styling of the store is the finishing touch. It rounds up the space and conveys the story of true Italian quality.

Designer: Neville Wills / Melanie Motherwell
Creative Director: Neville Wills
Project Manager: Wayne Willets
Photographer: Ethne Mudge

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