76 | New store on Ȇfashion corner’ Access to the interior has been purposefully slowed down with a m long blacked out threshold which delivers a tactical build up of anticipation as shoppers progress into the silver space inside. INTERIORS Dimension Shopfitters Kelly Deeks Nationwide Corporate Signage Rollout Specialist For your custommetalwork solutions 09 845 2936 info@kingscustom.co.nz www.kingscustom.co.nz A dramatic and amorphous interior for Stolen Girlfriends Club’s new ȵagship store in Te Whanganui-a-Tara Wellington has won Dimension Shopfitters and project designers Jasmax and Alt Group the RX Innovation Award and the Fashion and Accessories Group Merit Award at the 2022 RED Awards. Contemporary fashion brand Stolen Girlfriends Club has added to its two Auckland stores and its rapidly expanding international audience with a new store on Wellington’s well-known fashion corner of Victoria and Bond Streets. The brand wanted its independent spirit and energy to be captured in this new retail concept, and the resulting space serves to challenge the conventions of retail design with a distinctly ‘anti-retail’ stance. Stolen Girlfriends Club’s collection release parties were a key driver in the design of this retail environment which resembles an exclusive, blacked out nightclub from the street, with the interior of the store only revealed through small slot apertures. Access to the interior has been purposefully slowed down with a 20m long blacked out threshold which delivers a tactical build up of anticipation as shoppers progress into the silver space inside. Here, the bespoke display design includes blade-like shelves of stainless steel that slice into the walls, and a sinuous ceiling-mounted garment rail that arcs through the space and transforms garments into works of art. Jewellery takes centre stage, with an intimate salon behind the store’s laneway window, where customers can sit in comfort and try on bespoke pieces. Full height curved interior walls enhance the curvature of the corner shop’s frontage. These walls are lined with silver foil-coated insulation foam bringing texture to the space as well as a subtle mirroring eect. The pink foam backing of the foil product provided the inspiration for the shade selected for the third part of the spatial progression, the two oversized bubblegum pink changing rooms on either side of an anteroom. Dimension Shopfitters general manager Simon Dickson says this project was a unique collaboration for his company. “It’s a unique build which required an element of skill-set possessed by our team. Anything with that number of curves is always very challenging!” But having one of New Zealand’s largest shopfitting Moinery factories, a hugely experienced team, and a commitment to excellence, Dimension Shopfitters has the capability to meet such challenges head on. “This new store for Stolen Girlfriends Club is anti-retail in the way it maintains its mystique from the street,” Simon says. “It takes shoppers on a journey and allows them to slow down, spend some time, and really enjoy the retail experience.” Dimension Shopfitters is a 1 -year-old business started as a cabinet-making company by Nick and Ingrid Turpin at Rosedale on the North Shore. The business has since developed into a specialist full service contractor and oers turnkey services to a diverse range of clients, nationwide as well as multiple international brands. “Every project we are involved with is the result of a client’s designer creating a unique environment that must be replicated in the manufacture of fixtures, detailed construction, and the successful execution of procurement and cost management. “From understanding the overall look and feel, to prototyping, sourcing the right materials, manufacturing, and production, we work to deliver that design eectively.ȋ Dimension Shopfitters currently has expertise across estimating, quantity surveying, project management, construction, wooden joinery manufacture, installation, storage, and logistics and in its quest for continuous improvement, is now working on improving its production eɝciencies and design capabilities, as well as looking at how it can support other businesses as a New Zealand owned and based manufacturer/supplier.
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