Project Overview
If the op-shop was invented today it would be the hottest retail concept in the world.
It keeps clothes out of landfill. It’s got a community based supply chain with a low carbon footprint. And the profit goes towards helping vulnerable people. It’s a checklist most companies could only dream of.
The problem is, we take op-shops for granted. They are dusty, smelly and drab places. But what if we could change that?
Since 2020, we’ve been working with Salvos Stores to do just that. Delivering a transformed retail experience that is redefining the op-shop.
And this year, we delivered one of the most exciting store transformations to date - converting the prominent Bondi Junction Location into an inspirational place for treasure hunting, while celebrating the social and environmental good the store delivers.
Project Commissioner
Project Creator
Team
Matt Newell - CEO
Chris Scott - ECD
Nick Barnett - GAD
Kiki Jones - Senior Account Director
Paul Morrison - Project Director
Vania Contreras - Senior Retail Designer
Caroline Resseguier - Senior Retail Designer
Project Brief
Salvos Stores rolled out a completely re-imagined brand platform in 2020 (coincidently done by the legends at The General Store)
This year, we were briefed to extend the new brand platform to the Bondi Junction store.
Located on the iconic Bondi Junction high Street, this prominent location represented the opportunity for Salvos Stores to broaden their customer base from people shopping for value to include people shopping for good (to support sustainability and community values) and to find stylish pre-loved fashion, homewares and other accessories.
Project Innovation/Need
We set out to create a distinct shopping environment that could cater to the needs of two vastly different customer types. A place where trend-based thrifters and those shopping out of necessity could come together under one roof and receive the same inspiring retail experience. No matter the reason for being there.
We removed the traditional charity bin from out front of the store and moved it into the middle of the store. Ensuring that all donors get some human contact and a ‘thank you’ rather than just dumping products in ‘bins’ out the back.
We adapted the glowing red circle found in the brand identity, and used this as a basis for the round service desk at the heart of the store. A feature designed just as much for transactional purposes as a place for customers to come for help, or just pull up a stool and chat to team members while enjoying a cuppa.
We also created a dedicated boutique section of the store where customers could browse through designer pieces at affordable prices. A significant step change for Salvos Stores.
Design Challenge
There were two challenges we tackled with this brief:
1. We had to create a single store that could cater to two vastly different customer types. Balancing the needs of a more aspirational shopper motivated by doing good or thrifting for trendy pieces, and that of a need based shopper who relies on Salvos Stores.
2. Working with a not-for-profit meant we had to be very budget conscious. Always a challenge in a project of this scale, but more so with the desire to create an aspirational, stylish shopping experience
Future Impact
We’re extremely proud that through this work we’ve been able to play a part in promoting and mainstreaming the re-economy. Stores like this play a crucial role in not only changing the perceptions of op-shopping in Australia, but making it seem more aspirational and stylish.
We also specced sustainable and recycled material wherever possible throughout the store.
Any printed point of sale is printed on 100% recycled paper.
And the entire store was fitted with energy efficient lighting.
Better Future - Circular Economy
Projects that expand and grow the use of circular economy principles.
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