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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.

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Showpo: Monitoring and monetising social marketing

  • News
  • April 19, 2018
  • Courtney Devereux
Showpo: Monitoring and monetising social marketing

Online clothing retailer Showpo boasts an impressive social media reach, using different platforms to promote its brand to its audience of over two million. We spoke to chief marketing officer of Showpo, Mark Baartse, about the best way to market on social media and if he thinks influencers have longevity in a world ruled by ‘likes’.

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Wondermins designer vitamins launch in New Zealand

  • News
  • April 19, 2018
  • Sarah Dunn
Wondermins designer vitamins launch in New Zealand

In the US, branded vitamins taking their visual language from the beauty world are a trendy new product category that retailers are racing to invest in. A New Zealand company has launched its own AI-enabled answer to the trend: Wondermins.

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The April/May issue of NZ Retail magazine is headed to subscribers

  • News
  • April 19, 2018
  • The Register team
The April/May issue of NZ Retail magazine is headed to subscribers

Our newest edition of The Register’s print magazine, NZ Retail, is on its way to a letterbox near you. In it, we explore the highly specialised world of airport retail; explain how retailers can roll with upcoming changes to employment law; take you to not one but two US trade fairs with the International Home + Housewares Show and Shoptalk; trace the ecosystem behind stock units; and take a totally mature and non-salacious look at the hard growth behind adult toy retail.

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