Superette Commercial Bay represents a new chapter for a New Zealand fashion favourite. The brief was to evolve the design language of the growing brand to suit the location, underpinned by an understanding of functionality and customer patterns, whilst providing flexibility and cost-effectiveness.
A spatial journey was devised using purposeful tight curves and cranks to subtly guide customers through the store in a non-linear circulation that invites exploration and discovery. Whilst a central point of sale and fitting room suite act as anchors, a softer category delineation was employed to connect men’s, women’s, homes and accessories zones, with folded perforated ceiling panels overlaying a geometric rigour above. Flexible retail solutions include a suite of modular merchandising elements that can moved and replaced in response to changing needs, and a custom-designed perimeter wall system that acts as an adaptable merchandising gallery, whilst also defining the retail space from the lounge and support spaces.
Materially, the brand’s raw and monochromatic aesthetic was given a sharp new edge through the introduction of a contemporary palette of deep, saturated tones blending raw and refined textures. A progressive material language includes the inventive use of raw poplar blockboard walls and plinths, in a striking palette with solid surface material, raw MDF wall lining, stainless steel, rubber and exposed concrete — softened by saturated green linoleum flooring and structured drapery.
A custom acid yellow gradient is applied to UV bonded glass elements in an unexpected and punchy use of colour, as an evolution of the brand’s visual language. Finally, a high degree of flexibility makes this design innovative in its innate potential for reconfiguration, ensuring it remains relevant throughout seasonal and market changes.
Furniture: Mattiazi, Simon James, Nau, Cult Design NZ, Roshults. Lighting: Karakter, Cult Design NZ, Volker Haug, NOVII. Finishes: Masland Carpets, Whitecliffe Imports, Plytech, Warwick Fabrics, Kvadrat, Dimond Roofing, Dulux, Pixalux, Hi-Macs, Gunnersens, Forbo Marmoleum, Regupol, Laminex, Lamitak, Kantek. Fittings & Fixtures: Dormakaba, D-Line.
Photography: Michelle Weir.