April saw the opening of the new Westfield Chermside Shopping Centre, where Prospace Design Studio’s had the pleasure of delivering the latest project for one of New Zealand’s retail institutions – Hallenstein Brothers.
Off the back of openings at Garden City and Northlakes late in 2016, the brand provided Prospace Design the opportunity to take the store design in a new direction, one that not only resonated with the customer and elevated the brand, but also set the benchmark in the centre by challenging the normal.
“This is the best Hallenstein store design that I’ve seen. The high level of creativity in the shopfront design made it an easy decision to support breaking the rules. We were happy to see no glass used in this shopfront.”
Brian Gorman – GM Retail Design, Scentre Group
The Shopfront features a glassless facade, instead replaced with a structural steel and mesh framework that features signage and a large random led screen as the prominent structure to deliver the brands insane content!
Within the interior we clad the walls of the store in cement sheeting with exposed fixings – delivering a commercial and impactful skin, not requiring the extensive finishing works of standard finishes.
With Denim as a core focus for the brand, Prospace Design set about to elevate the customer experience when shopping this category whilst working with an aesthetic that had been tested prior in existing stores. This included refinement of structure and signage, application of product based illumination and complimentary fixtures to support the growing category.
At the rear of the store the change room area provides a moment of calm, with serious ambience and structure. Each individual change room mirrors the finish to the store envelope and delivers the customer an opportunity to get to know the brand and the product well, with sharp detailing the focus in this area of the store.
The brand is really happy with the progressive look of the store – more importantly performance is exceeding expectations. Customers now get the chance to experience what the brand has to offer…… and the response from landlords around the country, from those that have been to see the store has been extremely positive.
Pushing the envelope is part of our DNA and something that our team thrive on, but its about delivering this in a sensible and commercial way. We use the opportunities available to create change, that not only enhances, but cuts through and makes customers stand up and take notice.
Design without ego – that’s commercial and effective. Its what we do. Contact us if there is room in your current portfolio for improvement!
(Thanks to all of our partners that made this project a success!! Couldn’t have done it without you.)