New Menswear Experience at David Jones’ Flagship Sydney Store
March 26, 2020
Amidst the current challenges facing retailers, David Jones have continued to raise the bar putting the finishing touches on their flagship Elizabeth Street Sydney Store with a stunning transformation of menswear.
David Jones Menswear has been relocated from Market Street to floors 5 and 6 of their Elizabeth Street building representing a refresh for their high end men’s department.
But this is so much more than a menswear floor; where customers usually walk the aisles until a brand stands out to them.
This is an experience-based destination for the David Jones shopper looking for a mix of casual and luxury menswear.
The brief.
As with many retail activations, timing is everything. id8 Studio was given just over two weeks to create this pop-up activation; from briefing, to engineering, manufacturing and installation.
Welcome to menswear.
We created a pop-up structure that was designed to create theatre and engagement:
Perfectly positioned, shoppers are delivered to the menswear floor and welcomed with barista made coffee.
Shoppers are invited to relax and ponder over the seasonal ‘Mr. Jones’ magazine. Everything in the magazine is on the floor. Shoppers can browse through the brands available such as; Balenciaga, Balmain, and Alexander McQueen and plan their shopping journey through the 51 store-in-store concepts.
Inspired by the architectural cues of a street scape news stand, this structure gives a premium pop up space for the VM teams to use as a welcome hub and service point. With premium black stained engineering plywood, absolute matte black finishes, coupled with polycarbonate awnings, give a truly architectural feel to this user friendly space. Able to be configured in multiple possibilities for different uses and customer engagement.
The ‘Newsstand’ concept was designed for an initial 4-week use. Future reuses of the concept include idea’s like barber shops and shoeshine services, and relocation to other departments such as homewares, food hall and pop-up florists.
The ‘Mr. Jones Newsstand’ is about shopper engagement; designed to delight the David Jones menswear shopper.
Key features:
- Pop-up created through a series of cabinetry pieces
- A combination of bespoke metal brackets featuring smooth interlocking mechanisms make build and assembly easy
- Assemble with a team of 2- 4 people
- Knockdown design that fits into the service elevator
- The concept is robust and transformable. It has been future proofed to ensure its adaptability for future use
- Knockdown design for storage and future use
With many years of experience creating design led store-in-store solutions, the team at id8 Studio would love to work with you on your next project. How can we help you deliver your brand and product to shoppers?