With a new retail concept in mind, taking store interiors back to their Australian roots, Cotton On appointed leading Australian shopfitter ONE Group Retail Experience to project manage the development, site construction and store fitout for the Cotton On flagship store in Hong Kong.
The four storey fitout was completed within the 12 week timeframe.
“Using tried and tested processes we worked with Cotton On to develop a flagship store that is a tightly edited space with a strong unified design. The use of natural and distressed materials such as brick and reclaimed wood is contrasted by contemporary mirrors and large format white tiles to create an environment that tells the story of the brand,” Martin Maxwell, senior project manager, ONE Group, said.
“Even within tight timeframes and working within the narrow footprint of the building the finished result is a store that showcases the products whilst leading consumers on a journey through the space.”
According to the Cotton On managing director Nigel Austin, it was necessary to create a space that gave the local consumer a leisure activity as well as a shopping experience.
“For our young Hong Kong customer, this is their living room, this is their house, a place to meet,” he said.
Circulation throughout the space via a staircase and escalator is made visually appealing with features of the brand identity hung on the walls, clean directories, mannequin displays and interesting lighting features.
The lighting features are used to pull customers through the four floors of products. Ensuring international brand guidelines were met.
To enhance the side of the building which adorns many takeaway outlets, the external store wall was bricked up one level to showcase Cotton On and Typo signage.