Close
 

The Retail Hotlist: Garage Project Kingsland is 'Hottest retail fit-out'

  • Design
  • July 30, 2018
  • Courtney Devereux
The Retail Hotlist: Garage Project Kingsland is 'Hottest retail fit-out'
Nominees: Lonely, Deadly Ponies, Blush, Aesop, Deuce Sneakers Newmarket, Mecca Maxima Takapuna, KFC Fort St, World Queenstown, Scarpa Newmarket, Garage Project, Rocket Espresso.

People’s choice

Deadly Ponies

Judges’ choice

Garage Project Kingsland



Wellington-based brewing company Garage Project recently opened a cellar door in Auckland’s Kingsland, bringing the best of its brand to Auckland’s growing craft beer community.

The fit-out communicated the brand essence well: dark cellings create a cavernous feeling which is complimented by stylish décor and long-hanging LED lighting. Spotlights are used strategically to highlight the back wall and refrigerators, which are stocked with the brands many drink options.

The fit-out has an industrial vibe with exposed concrete beams and polished floors. The colorful art design on the outer building contrasts with Garage Project’s bannering.

The decision to open a cellar door in Auckland - the first venue away from the safety of their home market - was not something the crew at Garage Project took lightly. 

Finding the right space to suit the craft brewery’s unique vibe took 18 months, before they finally settled on a site in Kingsland. The new cellar door opened in March. Rob Wilkinson, who is in charge of Garage Project venues, says the process was something everyone knew they had to get right first time. 

“It was important to us to find a site that suits Garage Project, and that had to be a bit off the beaten track. Ponsonby would never have suited us. Our biggest market is still our home market but all companies that produce their products outside of Auckland know they have to have something on the ground there too.”

Both the Wellington taproom and cellar door were designed by Matt Smith, but Wilkinson says initially they wanted an Auckland-based designer to take over the reigns of the Kingsland cellar door. They wanted someone who knew the area and market better than the Wellington-based team. But achieving Garage’s Project’s distinctive gritty vibe is no easy task and the project was finished with Matt Smith’s expertise. 

“It’s ended up being a really lovely balance of the look and vibe of Garage Project with an Auckland touch. Wellington is a bit gritty and we’ve used that same grit in the Auckland venue but with a bit more polish on top.”

Garage Project have made a name for themselves with their colourful can and tap badge designs, and creating a space that allowed the beer to do the talking was critical. The space was created as a blank canvas with simple design to really let the beer art shine.

“I had a life in hospitality before Garage Project and I think people sometimes forget that you’re not going to eat the fit-out. Sometimes they can get too intricate in the design process and people don’t think about the longevity of the space. It can be visually obsolete before the doors even open.”

The cellar door boasts 12 tap beers that are constantly changing, which can be tasted in small glasses or as a tasting flight. The main focus of the cellar door is the wide range of bottles and cans plus flagons for people to buy and drink at home.

Most of the beers are still brewed in Wellington, but in order to meet the ever-growing demand three beers are now brewed at bStudio in Hawke’s Bay. 


Judges’ comments from James Blackwood: Matt Smith did a brilliant job of Garage Project’s Wellington taproom and brewery. A style slavishly loyal to the brands ‘anti-brand' persona, he created not just a bar, but a destination. With the Kingsland cellar door concept, Matt’s done it again. Simple, elegant and a million miles away from your typical craft beer tropes, the Kingsland Garage Project cellar door is a class act.
 

Also, a special shout-out to KFC, whose fit-out for their Fort St restaurant was highly praised for successfully turning our perceptions of the brand on its head.

This story originally appeared in NZ Retail magazine issue 756 June/July 2018

​ ​

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.

 

Sharesies investment platform joins the NZX

  • News
  • June 25, 2019
  • Courtney Devereux
Sharesies investment platform joins the NZX

Investment growth platform Sharesies has had a busy year in 2019, becoming B Corp certified earlier in April, and now has become an NZX participant starting this July.

Read more
 
 
News

Capitalise on today and invest in tomorrow at the Retail NZ Summit and SME Forum

New Zealand’s leading retail trade organization, Retail NZ, works year-round to assist its members with retail advice, benefits, industry intel and education. This July it’s ...

 
 
News

Ambiente: A window on the world

Global forces like Brexit and climate change are affecting trade worldwide. Sarah Dunn consults the Ambiente trade fair in Germany for evidence of how this ...

 

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
topics
Regional rollercoaster
What does retail look like in 2019 for ...
Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
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 ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
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 ...
Sisterhood
Women in retail help one another. We spoke ...
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 ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 

Sephora beauty bus to tour New Zealand ahead of store launch

  • News
  • June 24, 2019
  • Emily Bell
Sephora beauty bus to tour New Zealand ahead of store launch

If you hadn’t already heard, global beauty giant Sephora is coming to Auckland this July. Founded in France by Dominique Mandonnaud in 1970 and owned by luxury goods group LVMH Moët Hennessy Louis Vuitto, Sephora has since become a leading beauty pioneer, community and trailblazer in the industry, to say the least.

Read more
 
 

Pottery Barn hits the New Zealand market through Ballantynes

  • News
  • June 21, 2019
  • Sarah Dunn
Pottery Barn hits the New Zealand market through Ballantynes

Heritage Canterbury department store Ballantynes is introducing the US brands Pottery Barn, Pottery Barn Kids and West Elm to the Kiwi market through a New Zealand exclusive partnership with Williams-Sonoma.

Read more
 

Global recognition for instore innovation

  • Design
  • June 20, 2019
  • Courtney Devereux
Global recognition for instore innovation

The Global Innovation Awards (GIA) program was created by the IHA and International Home + Housewares Show to foster innovation and excellence in home and housewares retailing throughout the world. This year saw 30 national winners from 29 countries. The competition is structured on a two-tier level, evaluating national and global retailers across the following metrics: Overall mission statement, vision and strategy, store design and layout, visual merchandising, displays and window displays, marketing, advertising and promotions, customer service and staff training, innovation.

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 anita.hayhoe@icg.co.nz or call 022 639 3004

View Media Kit

}