DDi - January 2013 - (Page 33)

| 33 Left: The lighting plan focuses on the product, amid an overall opulent, rich and dark perimeter. Top: A white, “floating cloud” display wall curves through the space, pulling customers further into the store while camouflaging odd angles. blackout) light, which Assaad likens to the vintage “Bat Signal.” Besides the showroom, Great Dane Fitzroy also has about 538 sq. ft. of extra corner space that can be used as a pop-up shop for guest retailers, as well as a 2,153-sq.-ft. event space filled with vintage Scandinavian furniture, christened “The Den.” “It’s like Don Draper’s apartment revved up 1,000 percent,” Assaad says. “It’s amazing, rich, opulent and dark. We wanted to create an entirely unique retail experience; to add an element of richness you don’t usually see in retail.” Assaad says that the new design at the Fitzroy location is working out better than the company could have hoped. The plan going forward is to refresh the existing Sydney store and to roll out new stores into Asia and beyond. “We’re a luxury brand,” he says. “We are not unattainable, but we want people to feel good when they walk in the door. They will see something they haven’t seen before, and if they buy something, we want them to feel great and know that we have taken the time finessing the finishes, fabrics and designs from start to finish.” To email this article, visit www.ddionline.com/magazine. |project file| Great Dane Furniture Fitzroy, Melbourne, Australia CONTRACT DESIGN FIRM McCartney Design Gary McCartney, owner and design director Amanda Binnie, designer LIGHTING DESIGNERS E-Lux Lighting Design & Consultancy Lane Cove, Australia Bettina Easton, partner FLOORING Policrete Maribyrnong, Australia SERVICE COUNTER Wilsonart LLC Temple, Texas PAINT FINISHES Akzo Nobel N.V. (Dulux Paint) Amsterdam Information in the project file is provided by the retailer and/or design firm. www.ddionline.com http://www.ddionline.com/magazine http://www.ddionline.com

Table of Contents for the Digital Edition of DDi - January 2013

DDi - January 2013
Table of Contents
From the Editor
From the Show Director
Newsworthy
Shopper Insights
Visual Perspectives
Editor’s Choice
Design Snapshot
Penalty
Great Dane Furniture
International Perspectives
ColorPlus
Right Light
In-Store Technology
Retail Design Collective
Product Spotlight
Calendar
Advertisers
Classifieds
Shopping with Paco

DDi - January 2013

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