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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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Enhancing the experience: Hospitality New Zealand

  • News
  • November 17, 2017
  • Courtney Devereux
Enhancing the experience: Hospitality New Zealand

Some commentators think food and integrated hospitality offerings will save brick and mortar retail from obsolescence in the age of ecommerce. But does catering to the consumer’s every need result in sales, or are shoppers moving on without making a purchase? In the Enhancing the experience series Courtney Devereux hears from Vicki Lee of Hospitality New Zealand about why these two different sectors are working together.

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What’s next for Auckland’s City Centre: a Q&A with designer Ludo-Campbell Reid

  • News
  • November 16, 2017
  • Elly Strang
What’s next for Auckland’s City Centre: a Q&A with designer Ludo-Campbell Reid

Auckland Council recently released a video detailing how far it’s come with the urban design of the City Centre over the last 10 to 15 years, as well as its vision for the years to come. Elly Strang talks with Ludo Campbell-Reid about the pace at which his vision is coming to fruition, the most impactful changes already made to the City Centre and goals for the future.

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Owner / Retailer: Suzie Johnson

  • News
  • November 16, 2017
  • Sarah Dunn
Owner / Retailer: Suzie Johnson

Oosh is a regional retail empire that’s built on empowering rural women. Founder Suzie Johnson chose the name after ‘Oosh’ was tagged into the side of her first store in Shannon, which she opened after putting her husband through university selling jewellery and paintings at markets.

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A first look at new pharmacy player Chemist Warehouse

  • Opinion
  • November 16, 2017
  • The Register team
A first look at new pharmacy player Chemist Warehouse

When Australian pharmacy giant Chemist Warehouse opened its first New Zealand outlet less than 50 metres from The Register team’s office, Courtney Devereux and Sarah Dunn couldn’t resist heading in for a mystery shopping trip or two.

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