AS Colour to cross the ditch

  • News
  • May 16, 2017
  • Courtney Devereux
AS Colour to cross the ditch

Popular Kiwi made clothing line AS Colour has launched its first Melbourne flagship store. The design follows the label's ‘less is more’ ideology. 

Designed by Auckland-based studio Think & Shift, the bright store contrasts well with the dark neighboring spaces.

Director James McNab was tasked with designing a store that stood out but also had a fresh take on AS Colour's signature style and feel.

AS Colour’s Melbourne flagship store is based in the Queen Victoria Building in the heart of the city. 

McNab says the whole operation went relativity smoothly, with the only hard part being distance and controlling aspects of the design from afar.

“We had contractors all over the show too; we had manufactures in Matamata doing the cabinets, guys in Auckland and Tauranga working the smaller components and project managers in Melbourne running the onsite show, all the while, we were based in Auckland.”

The new Melbourne store is set apart by its lightness compared to the dark spaces that surround it, McNab says the company's ‘quality basics’ concept was a focus for the design.

“We knew we didn't want to go too loud with our colours or distract from the bright clothing, so we focused on textures and minimising materials.”

“We broke our material direction down to timber and white, and our textures to mattes and 'basic' three-dimensional geometries,” says McNab. “With all the above components combined, I feel we set a subtle but quality extension for the brand.”

The work took about six months to complete, with design starting in September with the completion of the store this past March.

McNab says the new store caters to Melbourne consumers. The city has seen growth on average by 1800 people a week, and is on track to overtake Sydney as the nation’s biggest metropolis within 20 years.

“With Melbourne being a city known for culture and art, I think 'Melbournites' have an appreciation for quality when they see it. To stand out and compete against the rest, we needed to up the ante.”

At 4.4 million today, Melbourne is tipped to reach six million by 2031, seven million by 2041 and eight million by 2051, according to official state projections.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

 

Upcoming retail changes: What to expect in 2017

  • News
  • May 26, 2017
  • The Register team
Upcoming retail changes: What to expect in 2017

With the influence of digital marketing, international up-and-comings and constant changes in consumer culture, 2017 has seen changes already in the retail industry, so what are some important up and coming changes?

Read more
 
 
 
 

How did that happen? Crocs

  • News
  • May 25, 2017
  • Courtney Devereux
How did that happen? Crocs

A key footwear player from the mid-2000s is slithering out of the swamp of unfashionability and onto the runway. That’s right: Crocs are back.

Read more
 
topics
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
Sisterhood
Women in retail help one another. We spoke ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
How to open a store
Sarah Dunn considers what it would take to ...
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 
 
 

Two minutes with: Roy Campbell

  • News
  • May 25, 2017
  • The Register team
Two minutes with: Roy Campbell

We had a brief chat with Roy Campbell, chief executive of Smiths City. The listed national chain sells electronics, furniture and beds, among other lines, and moved into Auckland with the purchase of the three-store Furniture City business early in 2016.

Read more
 
 
Next page
Results for
Topics
Jobs
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email marlene.coote@tangiblemedia.co.nz or call 09 358 7297 / 027 544 2298

View Media Kit

}