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Seafolly’s flagship at Pacific Fair was designed to reimagine the in-store experience at one of the brand’s key retail locations. Positioned in a premium Gold Coast shopping precinct, the store needed to reflect Seafolly’s coastal heritage while delivering a refreshed, customer-focused environment. greater group led the concept design, detailing, and fixture rollout as part of a continued collaboration with the brand.
Industry
Fashion & Apparel
Project Location
Australia
Project Year
2024
Project Requirements
Concept Design, Detailed Design, and Fixture Rollout
As one of Seafolly’s most important locations, the Pacific Fair store required a unique design response that would stand out while remaining true to the brand. A significant focus was placed on refining the curved rendered shopfront, incorporating soft lighting and elegant forms to create a strong street presence tailored to the centre’s luxury positioning.
The site came with several limitations, including low ceiling heights, obstructive column placements, and strict shopfront specifications mandated by the centre. These physical constraints required multiple design revisions in close consultation with the client to arrive at a solution that met both aesthetic goals and operational needs.
The curved shopfront isn’t just a design flourish.
It’s a nod to Seafolly’s coastal DNA. Soft edges, neutral renders, and feature lighting create a relaxed yet refined first impression. It sets the tone from the moment you approach the store.
Inside, the fitting rooms are elevated beyond their functional design, offering serene, light-filled spaces that provide both privacy and comfort. Arched entryways, soft curtains, and warm timber flooring create a boutique-like atmosphere.
At the same time, the adjacent lounge invites customers to take their time, relax, and enjoy a more considered, confident shopping experience.
A Confident Return to Flagship Form
The new Seafolly at Pacific Fair marks a confident return to one of the brand’s top-performing locations. With a refreshed design that speaks directly to the area’s sun, surf, and resort lifestyle.Feedback has been overwhelmingly positive from every corner: clients, staff, and shoppers alike.