PROJECT:
JOE BANANAS RETAIL STORE
ROLE:
CREATIVE DIRECTOR | STYLIST
PROJECT OBJECTIVES:
Reinvent the brand's bricks-and-mortar retail presence.
The objectives of the project were:
Design a store fit-out that is representative of a luxurious and unique retail experience.
Make the customer feel like they are in a store like no other as soon as they step through the doors.
Ensure the space is impactful - but not so distracting that it overshadows the product.
Create a retail space that communicates the brand ethos with the customer via the senses.
DESIGN RATIONALE:
Whilst the brand's positioning is at the luxury end of market, its ethos and the lifestyle it promotes is far more relaxed - and so it was important that the store styling was representative of this as well.
THE PROCESS
What is this banana exactly?
In order to build an aesthetic for the brand, I had to have a comprehensive understanding of the basics:
The brand: who are they, how are they different, what is their ethos and philosophy
The product: the what & the how
The customer: the who & the why
definING THE BRAND
I sat down with the directors of Joe Bananas and workshopped the brand's ethos and marketing directives via an open table discussion. As a result of these discussions, I identified that the key marketing points were:
Lifestyle: luxurious, exclusive, relaxed and classic style that was geared towards individuality.
Luxury of the textiles: silk, linen and wool
Uniqueness of the product: handwoven raw silk, one-of-a-kind, made-to-measure tailoring
Brand inspiration: Australia and its landscapes, flora & fauna
These would form the basis of the brand style.
Competitor Analysis
After conducting a comprehensive competitor analysis of retail stores and branding through store visits, market assessment and online discovery, I ascertained that the majority of luxury brands leaned towards stark, clean styling for their retail stores. Stock lines were displayed sparsely, lighting was key, and finishes were luxe.
However, my direction for Joe Bananas would be a little different.
THE RESULT
The Banana Experience
By incorporating the brand's 4 cornerstone inspirations: lifestyle; luxury; unique; Australia with the 5 senses: sight; sound; smell; touch; taste, I was able to create a unique and luxurious retail experience that immersed the customer in the brand's ethos and gave them an experience to remember.
Sight: Golden cane palms sit nestled amongst clothing that is bursting with colour. Oddities and fabric inspirations are placed surreptitiously around the store. Fresh native florals are on display.
Sound: A varying soundscape of old-school jazz and blues, orchestral pieces and relaxed modern-day tunes play discreetly to add atmosphere.
Smell: A customised scent of Australian native oils is sprayed throughout the store intermittently to further evoke a sense of the Australian naturescape.
Touch: Traditional leather lounge chairs sit atop Persian-style rugs; customised Australian hardwood tables with raw edges act as centrepieces; brass finishes; silver trays; crystal; marble.
Taste: Top-shelf spirits, Moët piccolos, locally-brewed craft beers all served on a silver tray in crystal stemware.