We were asked to re-imagine the Sportscraft experience by bringing a new concept to the heritage brand whilst appealing to a wider demographic. The brand needed a design that was reflective of the it's core values. It needed to be fresh and modern whilst also approachable and not over designed. It also had to reflect the Australian way of life or lifestyle inadvertently.
In response to the brief we designed a space that was open and inviting and in some ways encapsulated the idea of the Australian 'home'. We used custom wardrobes lined with with light American Oak and rattan detailing that were back-lit, creating a softness to the overall lighting scheme.
Coffered ceilings provided a touch of heritage and to pair everything back we used a bleached, washed-out parquetry timber floor which allowed for a more casual, almost beachy feel whilst still being elegant.
It's this combination of elements being refined and elegant whilst some laid back and more casual that the store design really centres it's self around.
Bringing an 100 year old brand into the future through appealing to a younger demographic whilst still paying homage to the brand's long history. The design had to reflect a mix of fresh modern elements with heritage features and appeal to male and female audiences aged 18-75.
Double frontage, angled shopfront made planning difficult; Obtaining the right spacial requirements for menswear and womenswear; Built during Covid with restrictions; Responding to the requirements of such a large company with many people across the design process.
Team:
Designers: Edge Design Studio
Photographer: Dave Wheeler
Materials Used:
Tigmi Trading raffia pendant light, Tigmi Trading Micro Cement Table, En Gold Limestone plinths, aged leather, textured plaster walls, American Oak, rattan drawer fronts, ebonised timber cabinet knobs, Calacatta marble counter top, coffered ceilings, bleached parquetry floors, French linen curtains, Bone China wall lights by Dunlin Home.
