SMIGGLE STORE
CHADSTONE, MELBOURNE AUSTRALIA
Concept and Features:
Chadstone's Smiggle store has undergone a remarkable transformation, shaping a vibrant and enchanting brand experience. Smiggle, renowned for its unique stationery and lifestyle products tailored for young children, is celebrated for its dynamic and trendsetting offerings, including delightful candy-scented erasers.
The objective was to transform the current store into a dynamic environment that genuinely captivates modern consumers. In light of the ease of online shopping, it has become increasingly crucial to guarantee that the physical store offers an unforgettable brand encounter. The design inspiration draws from the simple yet entertaining slinky toy, beloved by children, which bends and springs to life much like how an excited young customer might feel when visiting the Smiggle store. The design ethos revolves around whimsy, playfulness, and engagement, creating an atmosphere that envelops visitors in a warm, colorful embrace!
Guided by the principles of the Event Theory*, meticulous planning transformed the compact 56-square-meter area into an immersive space that optimizes brand-consumer interaction.
Location
Chadstone Shopping Centre,
Melbourne AUS
Job Type
Retail Design
Year
2022
Client Requirements
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A fresh, modern, and captivating design
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Interactivity to create a remarkable brand experience, especially in the age of online shopping
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Sustainable and environmentally-friendly design
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User-friendly and easily accessible for all shoppers
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Implementation of the Event Theory for a memorable and engaging brand encounter
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Alignment with Smiggle's core values of being an exciting, vibrant, and playful brand
Software & Skills
Hand sketching
SketchUp
Enscape
Adobe Photoshop
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Everyday Events: This section prominently showcases the brand's everyday product offerings.
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Memorable Moments: Colorful table stands at varying heights invite young consumers to interactively explore diverse stationery products before making a purchase.
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Major Milestones: A central wall display, artfully designed to resemble a suspended slinky, introduces Augmented Reality into the Smiggle experience. Mirror-like screens respond to a consumer's product interaction, creating an augmented reality experience that's both innovative and personalized.
This approach ensures a harmonious spatial layout, preventing it from veering into monotony or overwhelming complexity. Additionally, thoughtful pathways have been seamlessly integrated to guarantee accessibility for all, including those with wheelchairs, prams, or in need of assistance from the staff.
In Smiggle's own words, a visit to the store evokes the sensation of "receiving a warm hug from your best friend."
Site Location
Shop 317/1341 Princes Hwy, Chadstone VIC 3148
Smiggle's first floor location within the Chadstone store is strategically positioned to ensure high visibility and easy accessibility for shoppers, offering a vibrant and engaging experience right at the heart of the shopping center.
Images via Google Maps
BRAND PRODUCTS
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NARRATIVE BOARD
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CONCEPTUALISATION
TOUCHPOINT
TOUCHPOINT
The store concept draws inspiration from the playful and dynamic characteristics of the children's toy, the slinky, embodying a fun, colourful, and lively atmosphere that mirrors the joyful experience of shopping for Smiggle products.
The concluding touchpoint occurs upon purchase when the young consumer is surrounded by a holographic rainbow tube emitting a cheerful melody, providing a final embrace before they depart the store.
Materials board
Floor: Recycled plastic Terrazzo | Plasticet. Walls: Cork tiles | Portugal Cork . Joinery : Bamboo | House of Bamboo. Painted in Dulux colours: Immortal S45F3, Pink Clay A75, Pawpaw S11G3, Tinker Light A195, Emboided Silk S22G3, Deluxe Days Quarter S35S1Q
Each material has been carefully chosen to enhance the new design and adhere to the principles of sustainability. The terrazzo flooring, crafted from recycled plastic pieces, subtly references pencil shavings, creating a durable and festive ambiance. Cork-lined walls, acting as expansive pinboards, not only provide a textured and serene backdrop for colourful merchandise but also serve as an eco-friendly, and acoustic-insulating choice. Bamboo, a natural and eco-friendly material, is employed in wall linings, shopfront, and display shelving, painted in a rainbow of colours that are in line with Smiggle's distinctive brand identity.
PLANS & DOCUMENTATION
