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Moochi concept store

December 18, 2012

Targeting a young audience on the urban level of this shopping centre, frozen yoghurt brand Moochi’s concept store needed to stand out from the many new competitors in the marketplace.

Moochi at Westfield Sydney is a concept store for the frozen yoghurt brand. Targeting a young hip audience on the urban level of the centre, the concept needed to shout retail theatre and set it apart from the many new competitors in the marketplace.

The site in Westfield is an open corner with a very small footprint so the challenge was to visually open up the space and make it appear much larger than it is. Set out on a radius with mirrors on either end, the illusion of a round continuing space is extremely effective. Steel beams with a gloss pink interior radiate out and down the shopfront to frame the space and allow for a backdrop for the neon signage. The counter and bulkhead are faced in a concrete render with a white gloss epoxy paint poured over and allowed to drip down. The Moochi logo is cut into the counter face and lit from behind with the half of a heart to appear whole in the reflection.

Moochi is aggressively rolling out stores with 10 to be open by Christmas and 40 touted for next year.

Design team: Chris Wilks, Associate; Ed Kenny, Director; Meiny Lim, Designer.

DesignWall Practice


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