A shoe shop fit for a queen: Scarpa’s new Queen St store

  • News
  • May 28, 2015
  • Elly Strang
A shoe shop fit for a queen: Scarpa’s new Queen St store

Scarpa fittingly means ‘shoe’ in Italian. It’s a family-owned business that has over 30 years experience in the footwear industry.

Scarpa’s owner John Upton says they wanted to make the store feel like an island of luxury, where customers feel good the moment they walk in the door.

The company already has two other stores in St Lukes and Newmarket, so this store was Scarpa’s first entry to Auckland’s CBD.

“Each store has a subtly different personality, positioning and product mix to suit the local market,” Upton says.

“At Queen St, the store personality is influenced by Auckland’s CBD culture.”

Scarpa approached RCG, which has another award winning shoe store under its belt – Ziera shoes.

RCG director and retail strategist John Lenihan says RCG set out to create a retail place that would draw Scarpa’s target clientele in.

“The design would need to complement the areas high end luxury brands, and enhance the Scarpa brand and product in a way that attracts their target market,” Lenihan says.

He says the design draws inspiration from mid-century European design, which makes it slot in easily with the styles on show at Queens Arcade.

“Elements such as custom brass detailing, pearl grey lacquer, a hand tufted wool rug and warm lighting - these modernist features create a feeling of understated luxury and comfort,” he says.

The shop stands out from the crowd with its bold pink branding, which is a vivid “lipstick” pink.

The colour is also featured in store, highlighting the counter and central area.

Rhomboid and diamond patterns are also integrated throughout the store, on the ceiling, in the window displays and on the rugs.

Lenihan says the optical store front display is a key feature.

“As people move around the front of the store the shelving changes dramatically from being simple and open, to form a complex diamond pattern. It captures the attention of customers,” he says.

The result is a feminine, modern addition to Queens Arcade, where women can have a luxurious experience treating themselves to a new pair of shoes.

Since the store opened, Upton says they’ve had positive results with staff performance and customer experience.

“The customer feedback we receive is really positive. They love that the store feels bright and colourful, and yet intimate,” Upton says.

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.

Sponsored Content

New Zealand loyalty program members want rewards quickly

Research reveals New Zealanders are getting value from their programs.


Torpedo7 evolves its bricks and mortar strategy

Torpedo7’s new flagship at Westfield Newmarket represents the next step in the evolution of this former pureplay’s bricks and mortar strategy.


Visual merchandising tips from top designer Kris Ericksen

  • Design
  • October 9, 2019
  • Sarah Dunn
Visual merchandising tips from top designer Kris Ericksen

The Judge’s Choice award for the Welly Loves WOW Window Dressing Competition this year went to Danish jewellery retailer Dyrberg/Kern’s luminous window display. The designer behind it, Kris Ericksen of Plato Design, shares some tips on how to put together a stunning piece of visual merchandising.

Read more

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.

Concept to closet
Business coverage of New Zealand Fashion Week.
Regional rollercoaster
What does retail look like in 2019 for ...
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 ...
The future is bright
We spoke with four retailers in their twenties ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
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 ...
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 ...
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 ...

The Kai Box talks plant-based business

  • News
  • October 9, 2019
  • Sarah Dunn
The Kai Box talks plant-based business

Auckland-based vegan food company The Kai Box is riding a wave of consumer interest in plant-based food. Co-founder John Mellows shares some thoughts on the popularity of veganism with us.

Read more

Peek inside the new Sass & Bide store at Westfield Newmarket

  • Design
  • October 8, 2019
Peek inside the new Sass & Bide store at Westfield Newmarket

The new flagship at Westfield Newmarket is Australian label Sass & Bide’s third in New Zealand and 16th in total. Take a look at its fit-out in our gallery below.

Read more
Sponsored content

Zoe & Morgan talk music

Our friends at OneMusic caught up with the lovelies at Zoe & Morgan to learn about what makes their stores hum.

Next page
Results for
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.

The Register

Content marketing/advertising? Email or call 022 639 3004

View Media Kit