PRESENTS STORE FITOUT
Retail chain King of Gifts approached Studio Equator with 'Presents', a new brand concept aimed at showcasing and marketing the company's more upscale range of gifts.
Studio Equator were commissioned to design and build Presents' new fitout, located inside the busy Westfield Shopping Complex in Southland.
Presents wanted an interesting fitout which would set them apart from their competitors, be instantly recognisable and make a memorable impact on customers. The design also needed to have a refined and understated look and feel in order to communicate the brand concept and effectively showcase the brand's upscale product offering.
Studio Equator's design concept was to adopt a neutral black, grey and white color palette across all visual and textual elements to make the colorful product displays the central focus, and to keep design elements consistent.
For the logo, a simple black ribbon-motif font spells 'Presents', and is connected to a present graphic to highlight the brand concept.
To add a point of difference and give textual dimension to the neutral color palette, sculptures in interesting structural shapes were made out of present boxes and suspended from the ceiling and walls.
The end result was a highly effective design concept which gave the brand a point of difference while remaining practical and adaptable.