Image Credit : VISPENN Photography
Project Overview
Since their establishment in 2010, Suttons Ugg has quickly become one of the world leaders in rubber soled and non-slip soled fashion shoes and snow boots. With a large presence in Melbourne's major shopping centres, Suttons Ugg aims to further expand their brand with the addition of their flagship store located on Russell Street within the Melbourne CBD.
The concept for their interior space was derived from the footprint of their boots.The concept was a driving force within all aspects of the fit out, enabling a consistent and cohesivedesign language and atmosphere.The unique shelving system created for the Suttons Ugg brand allows for a flexible display approach. The specialised design of the shoe display plate, means that each plate can be slotted into the timber or stone walls and removed and relocated as needed. The ability to freely change the display area allows for a unique shopping experience.The client is able to customise the display according to customers shopping behaviours. The curved design language of the display plate continues into the fluid, high visual impact and dynamic form of the display walls and bench seating to create a holistic approach to design.
Project Commissioner
Project Creator
Team
Vincent Choi
Sandra Siew
Project Brief
The design brief was to create a welcoming, comfortable and flexible shopping experience for shoppers along Russell Street. The overall atmosphere for the street frontage needed to have a warm, welcoming feel - which would leave a long-lasting impression with its customers. The concept for the interior fit out was inspired by the footprint of the Suttons Ugg boot. The forms created within the store have been directly influenced by the curved nature of the footprint. Dictating the curvature of the dividing walls, the form of the bench seating, and the custom display plates' that can be slotted within the custom shelving wall systems. The boots have also influenced the interior in a broader sense, with the materials used reflecting the natural materials used within the boot itself. Warm timbers, textural stone and gold-toned mirror reflect the product and the brand whilst also creating a warm, inviting and comfortable atmosphere. To add to the customers shopping experience, the addition of USB chargers were incorporated in to the comfortable bench seating; inviting customers to stay for longer periods of time, charge their phones and feel at home within the space.
Project Innovation/Need
To fully allow for a flexible shopping experience, a unique shelving system was created to allow for a flexible display system which can be adapted for the benefit of the shoppers and the products. The removable curved display plates can be slotted into the timber or stone walls, allowing the display to be removed and relocated at ease. This system allows for complete flexibility in its design, adaptable for each season and collection, and customisable for each zone within the store. The curvature of the uniquely designed shelving systems and walls dictate the interior zoning and allow for the space to be gently divided into separate areas. These zones allow for easy way-finding for both staff and customers, subtly guiding them into the right area for them to shop, adding to the comfortable nature of the entire shopping experience. This flexible display approach gives the client the power to choose how to display their products, customising it however and whenever they like - essentially allowing endless merchandising possibilities. In addition to the multiple display benefits, these custom shelving system walls and plates give the space a sleek, clean and cohesive feel.
Design Challenge
The design and construction of the curved walls required a well thought out process, ensuring that the slotted system for the display plates would work at all sections of the curves. This design challenge was overcome through the use of thorough planning and an open communication channel between the design team and the builders. Another challenge associated with the curved nature of the walls were the dark pockets that the curve created. To ensure that the space was well and evenly lit, track lighting was added to the recessed down-lighting. The track lighting allowed customisable angles of light, meaning that all parts of the curved wall could be well illuminated.
Given the inner CBD location, the delivery of several pallets of heavy stone also became a logistics challenge. This was overcome through careful planning. Each stone is also very heavy - meaning that a structural engineer was engaged to ensure that the weight of the stones would be sufficiently supported by the existing wall.
Sustainability
With such an array of natural materials used within the interior, it was essential that the choice of materials was carefully considered in regards to making sustainable choices. Each material was chosen with strict consideration to durability, sustainability, recyclable properties and environmental friendliness. It was ensured that the materials which were sourced by the shop fitter had the environmental policies implemented wherever possible. Given the large proportions of timber and stone used throughout the store, it was ensured that all adhesives used throughout the entirety of the construction emit low volatile organic compounds (VOC's). The paints used on the walls and ceiling are low in VOC's to improve the air quality and working environment within the store during construction and also during use.
Interior Design - Retail
This award celebrates innovative and creative building interiors, with consideration given to space creation and planning, furnishings, finishes and aesthetic presentation. Consideration given to space allocation, traffic flow, building services, lighting, fixtures, flooring, colours, furnishings and surface finishes.
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