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Retail Design, Project Management & Build | Concept Store
Seafolly’s vision was to elevate the in-store shopping experience, focusing on several key concept designs. Among them are an aesthetically premium, best-in-class fitting room experience through a warm and intimate environment that makes the customer feel secure; an interior backdrop that allows the vibrant colours and patterns of their apparels to shine while taking inspiration from the iconic Australian coastal environment; and finally, the store needs to be a physical manifestation of the Seafolly brand, where the essence of Seafolly is translated into the store.
Sustainability being one of Seafolly’s brand pillars, they also wanted to see this translated into their store concept design. They also envisioned a seamless connection between the customers experience browsing on line to their in-store navigation and product selection.
Greater Group designed the next generation of Seafolly stores based on its 4 global principles which have been adapted to suit retail shoppers’ behaviour.
Seafolly’s Concept Store at Warringah Mall is all about customer experience – from the instore flow, lighting design, right through the product stories and social media integration. A larger floor area is dedicated for a more intimate and comfortable changing room experience, with soft, flattering lighting and neutral finishes.
Browsing online even while at the store is made as seamless as possible through the use of interactive screens to enhance the customer omnichannel experience. Customers are provided with tools to allow for self-selection, while optimising the visibility of the products – in any size.
The overall look and feel is premium, and the palette is elevated to highlight Seafolly’s sustainable approach. Meanwhile, soft fixtures and finishes ensure that the focus is on Seafolly’s evolving product range.
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.