The awarded and commended projects in this category are acknowledged for successfully creating outstanding retail identities inbusy retail environments. The Crumpler store is marked by its extraordinary shopfront which immediately identifies the brand and marks the store entry clearly within the visual noise of the ubiquitous shopping mall. Every aspect of the design reinforces the Crumpler brand: the aesthetic is strong, clear and not at alloverworked.
The designer has selectively executed three key ideas that are true to the brand and add meaning to the Crumpler product. Materials from the manufacture of Crumpler’s own products are brilliantly used within the interior as trussed, surface and suspension elements to display product. A glass display box at the entrance elevates the Crumpler bag to an object of desire. Overall, the store entry is an exercise in 3D form, material exploration, customer experience and brand identity.
Designed by Russell & George
Photography by Dianna Snape