ABOUT THE PROJECT
Storage and product display to the extreme were the two key design brief requirements for the Ugg Eversheepskin store, located just inside the entry to Charlestown Square. From the outset, half of the available tenancy was to be designated solely to back of house storage of stock. This meant that the other need of product display had to be designed to be very efficient, clever in its execution and eye-catching to passers-by.
Key areas of the customer space were then identified to provide product display that was tailored specifically to individual product types and sizes. Long horizontal bands of recessed wall shelving – the ‘Great Wall of Ugg’ – allowed display of numerous standard Ugg styles, colours and sizes. Higher vertical bands were used to display unique styles and brands.
An eclectic mix of materials allowed the space to take on an urban feel, whilst not taking away from the products themselves. This urban approach also challenged and balanced the traditional link between Ugg products and a ‘country feel’, something that was not desirable from the client’s strategic direction. Ugg Eversheepskin is a perfect example of the balance between function, aesthetics and materiality in a competitive retail environment.