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Seafolly | 2023 | Workplace & Showroom | Design, Build & Project Management
Seafolly looked to the Greater Group to take charge of its second store roll-out in Australia to bring its fresh, customer-centric design concept to a new market segment. The objective was to build on the success of the first Seafolly store in New South Wales that encapsulated the beach-lover’s lifestyle with its overall look and feel.
The in-store shopping experience had to have a seaside yet high-end vibe, to make customers feel as though they had just stepped off the sand and into a VIP cabana housing a premium fashion line. Every element of the store from the entrance to the best-in-class fitting rooms had to contribute to the customer’s comfort and enjoyment.
Like its Warringah Mall counterpart, Seafolly Claremont also had to create a seamless transition from the brand’s online to onsite shopping experience, as well as incorporate the brand’s focus on sustainability.
Designed by Greater Group, Seafolly Claremont captures the warm and breezy atmosphere of Australian beaches with its sand-and-ivory palette and late-afternoon-sun lighting, providing the perfect neutral backdrop for the vibrantly coloured merchandise.
The tastefully tiled behind-the-counter signage suggests “sand”, while the use of wood and raw weave in the flooring, furniture and light fixtures aligns with the brand’s sustainability drive. Floral arrangements in the fitting rooms, behind the counter and on the coffee table centrepiece provide thoughtful, well-placed touches around the store.
Reminiscent of beach resort or pool-side changing areas, the luxurious fitting rooms provide flattering light and ample space, and are comfortable enough to encourage customers to try on several articles.
With its clean lines and spacious, uncluttered layout, the entire store is an oasis of relaxation and summer style that customers will want to visit again and again.
Established in Sydney, Australia in 1975, Seafolly has since been creating innovative swimwear for women around the world. They are known for providing swimwear, beachwear and accessories that support and suit a variety of body types, destinations, and activities.