- Article by Online Editor
A brand that inspires customers to ‘Live Colourfully’, the Kate Spade store in Chadstone, Melbourne, brings colour and sparkle from the façade all the way in. Designed by X+O, the store design is inspired by brand elements, and the New York ‘girl’ that personifies the brand.
The ‘bow’ (commonly integrated into product) is featured on the shopfront, which is covered in backlit brass bows that sparkle, just like the product. The store draws elements from the New York girls ‘home’, which is filled with interesting mid century furniture, art and fashion books, collected on her colourful travels. These elements influenced the fixture design, finishes and furnishings as well as the visual merchandising, and are featured in store.
Like her apartment, the store is broken into three rooms, which also mimic the online shopping experience. The first room showcases the latest product delivery, like the website landing page. It is displayed on two mid century dining tables and vintage inspired brass étagères. A cluster of five sputnik lights, a ‘LIVE COLORFULLY’ neon sign and silk wallpaper throughout, make the room sparkle. A custom black and white circle tile lines the room.
The second room, entered through a bright green portal is lined with joinery featuring a scalloped bulkhead and showcases last season’s delivery and accessories. Product stories are broken into wardrobes, providing styling tips.
The third room is lined with bookshelves featuring art , fashion books, and the shoe collection, accompanied by a full lounge area to trial the shoes/ park boyfriends. The sparkly fitting room is within reach to trial shoes with outfits.
Behind the cash desk is a pez wall made from packaging. It’s surrounded by stationery, in a file drawer and eye wear that grabs attention with the lenticular ‘winking’ eye above tempting customers as they check out.