DDi - October 2012 - (Page 22)

22 | Design Snapshot Sweet illusion A whimsically designed candy shop arrives in Melbourne, Australia By Lauren Mitchell, Associate Editor hen Cristina Velardo and Leonie Schweitzer, owners of wholesale candy company Sweet Enough, decided to make their retail debut in Melbourne, Australia, they had a not-your-average candy shop in mind. Enlisting Australian firm Red Design Group, they delivered The Candy Room, a shop with a surprising design, youthful spirit and a tempting selection of sweets to boot. Red Design Group’s Colin Bell, Aaron Chen and Sarah Hotchin began by painting the entirety of the 196-sq.-ft. space white. Employing an exaggerated “room” concept, they then took W to the blank canvas, constructing—or rather, illustrating—the store using graphically applied line artwork. “The overriding theme was simplicity,” says Chen, junior designer for Red Design Group. “Driven by a bit of humorous storytelling, we took something simple—line artwork—and re-expressed it through an unusual application: digitally illustrated printed vinyl.” The suggestive elements of the room include all of the typical fixtures of an old-fashioned candy store, including stools, drawers, pantry doors, shelves and a clock. A kitchen backsplash, complete with a boiling pot on the stove, is drawn behind the cashwrap, and the display fixtures are actually white boxes with black line drawings. Even the light fixtures hanging above the room are simply outlines of lamps created with thin strips of metal. Also responsible for the product branding throughout the store, the designers let the candy bring the room to life. Bright packaging makes the product pop against the predominantly white space. The contrast both highlights the store’s candy offering and heightens the illusionary aspect of the line drawings. “For us, it was about creating an emotional connection between customers and confectionery,” Chen says. “We saw drawing upon the inner child as an inspiration.” With its simple, playful feel and edgy design, the store offers a candy shop experience like no other. www.ddionline.com Photos: Richard Kendall http://www.ddionline.com

Table of Contents for the Digital Edition of DDi - October 2012

DDi - October 2012
Contents
From the Editor
From the Show Director
Newsworthy
Shopper Insights
Visual Perspectives
Editor’s Choice
Design Snapshot
Crocs
When a brand becomes a retailer
POPAI’s 2012 Shopper Engagement Study
Lord & Taylor
Joe Fresh
State of the Retail Design Industry Survey 2012
RIght Light
In-Store Technology
Product Spotlight
Calendar
Advertisers
Classifieds
Shopping with Paco

DDi - October 2012