Country Road
Environment
Road to success
As Australia’s first true lifestyle retailer, Country Road has 30 years of experience in providing quality clothing and products for women, men, children and the home, all in its signature natural materials and textures. With an increasingly sophisticated customer base open to the influx of international fashion brands, Country Road had lost touch with the evolving needs and desires of the Australian marketplace.
Challenges
Reinvigorate the brand without straying from the essential foundations of Country Road’s identity
Develop and visually animate a brand positioning strategy reflecting the fusion of urban life and nature that is at the core of the Australian lifestyle
Translate Country Road’s brand positioning into a retail experience
Actions
Created the “modern Australian living” positioning that would drive all design development
Fused contemporary residential architecture with natural Australian materials and textures in the design of pavilion structures to segment and distinguish the different departments and give specific personality to each area
Developed feature walls in each department to provide specific focus for the latest fashions which are refreshed monthly
Used daylighting effects to emphasize key product statements and reinforce the ‘indoors-outdoors’ feel
Created a range of location-influenced elements such as artists’ installations, local materials and large-scale seasonal environmental graphics to allow for local customization of new stores