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Myer Melbourne revealed – New photos of levels 6 and 7 design

April 4, 2011

Antoine Damery in collaboration with Peddle Thorp Architects undertook the interior store planning and fixture design of the newly refurbished flagship MYER  Bourke street store in Melbourne.

Myer is Australia’s largest department store group and has been a market leader in Australian retailing for the past 100 years.   The project included the design and implementation of levels 6 and 7 floor layout which showcase electronics, home entertainment and the gaming collection.

The challenge was   to create a unique retail experience for each environment, developing an innovative design system for both  floors.

The organic contemporary levels 6 and 7 have been designed as interactive futuristic spaces. The designer Antoine Damery introduces the notion of path and discovery into the planning strategy to enhance the consumer experience.

Through the design of winding gondolas, display tables and curved shell cabinet, products are revealed along curved and intersecting alleys multiplying showcase and merchandising opportunities. Gondolas and tables have been designed to optimize products showcase toward consumers as they are walking down the main alleys making secondary path attractive and inviting visitors to explore multiple pads.

Fixture design and planning also adapt to the striking and complex base built environment . The gaming shell units following in heights the tilted faceted timber ceiling introduce therefore movement and create a playful gaming space. Wall unit designs respond to dynamic tilted wall cladding lines. And the curved shell fixtures create intimate sub retail space, controlling daylight from the multiple skylights and window atriums.

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