PROJECT INVOLVEMENT: JUSTIN SAKER
Concept & Layouts feasibilities, Base-build Concept Development, Base-build Construction Drawings & Management of the internal team
PROJECT SUMMARY:
Our team was commissioned by Edgars, one of the largest legacy Department Fashion retailers in South Africa to redesign their store environment and elevate in store experience. Where department stores have traditionally been centered on bulk and density, we focused on instore legibility and a more personalised customer experience, in turn dropping stock density in lieu of focused hotspots and key experiential components.
One of our key drivers was to centralise as much of the key experiences into a central navigational core holding core experiential functionals in a traditionally understandable typology, namely, the public square. This helped to orient users across 2 store levels with a single solidifying element, holding a unique coffee shop offering.
