David Jones Elizabeth Street Flagship Store

说明：
David Jones in Sydney’s Hyde Park District is one of Australia’s leading and most iconic department stores. Housed in an elegant, Inter-war Stripped Classical Style building with close to a century of history and heritage, David Jones has been at the forefront of Australia’s immersive and experiential luxury retail environment since 1927. Benoy takes what is unique and exciting about David Jones and the department store at large and rejuvenates this for contemporary patrons, reinventing the “grand old dame of luxury retail” to appeal to the contemporary experience-led consumer, providing it a firm foothold in the 21st century and beyond. Rejuvenating the interior and exterior, we blended the existing building fabric with the redesigned interior layout. We utilized the store’s 12 levels, optimizing the space to create a more diverse retail offering. In particular, we carefully examined how its original shading and dimensions were used to reflect certain moods and special occasions, such as how the beveled-edge portal frames of the shop fronts in the Glamour Hall reflect the use of chamfered corners in the building’s original design. The main interior concept is ‘Windows to the World’, where each level was designed as a portal to transport customers into a new world of David Jones. It includes five distinct ‘worlds’, each one with distinct interior architecture qualities and specific target audiences. These include The Agora (homeware goods and food hall), Glamour Hall (beauty and accessories), The Terraces (women’s fashion), The Salon (men’s fashion) and The Verandah (luxury shoes and bridal). With an area of 32,000 m2, we utilized ‘conceptual layering’ rather than typical ‘floors’ to create different experiential zones. This was achieved through new escalator atriums and forecourts which also enabled enhanced commercial circulation throughout. Now clad in sleek black metal with underside panel lighting, the newly refurbished escalators are the consistent element which highlight the verticality of the atrium, much like a ribbon swirling upwards or downwards. We added a contrasting element to the escalator voids to better accentuate the space, giving a feeling of exclusivity and optimises and consolidates all 12 floors of the interior space. The Verandah’s shoe displays use polished brass and marble tops for a classy, elegant and exquisite feel. As a nod to the building’s former life as an art gallery, we integrated this narrative by designing loose table displays to showcase the brands’ shoe collections, which also provides flexibility for visual merchandise arrangements. We delved into, and took influence from, David Jones’ rich 100-year old heritage. The resulting design strategy involved a series of delicate and thoughtful architectural and interior modifications, which strengthened the relationship of the building with its current urban context and create a distinct and well-curated contemporary experience through its interiors. We preserved the original herringbone timber flooring design and introduced a darker tone to the floors to create contrast between the walls and ceilings. We preserved the old timber material in strategic areas throughout the store to retain original elements which hark back to David Jones’ rich and prestigious history. To enhance and showcase the original ceiling treatment of the heritage building, minimal lighting was used which also ensured a clean layout and sophisticated look. Black frames with white panel lighting were installed in the beauty section, which visually showcases the brands in a more prominent and uniformed way.

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