Red Design Group - Department Store Credentials Document Part of the new Featured series www.redgp.com

1. FE
ATU
RED
DEPARTMENTSTORES

2. Our Design Approach
Good Design
LOOKS GREAT.
GREAT DESIGN
performs.
RED brings a powerful combination of design
creativity and 16 years of industry experience
to give your business a point of difference.
Our design team blends branding, planning,
interior design and architecture to create
a better customer experience. We aim to
increase visitation, brand loyalty and
improve financial performance.
CUSTOMER
EXPERIENCE
MARKET
ANALYSIS
FINANCIAL
METRICS
DOCUMENTATION
Customer insights
Competitors
Design strategy
Brand positioning
Brand identity
Signage & graphics
Uniforms & menus
Marketing
Conceptual
Planning
Architecture
Lighting
Finishes
FF+E schedule
Journey mapping
Interactive digital
Digital interaction
Content design
Customer service
Fitout drawings
Construction drawings
Signage & graphics
Digital, video &
animations
Revenue
Return per sqm & ROI
Footfall & dwell time
Average spend
Membership
DESIGN
THE BRAND
DESIGN
THE SPACE
YOUR
CUSTOMER
1

3. UNIQLO
CASE STUDY 1
Uniqlo partnered with Red
Design Group to implement
their international flagship
format throughout four
levels of the 2900m2
retail
store within Emporium
Melbourne, before moving
into an Australia-wide roll
out of more than 16 stores.
UNIQLO
Melbourne VIC
3

4. Myer is an organisation that
Red Design Group has a long
history of supporting with
interior design services.
We have completed over
50 projects with this
iconic department store
– the most recent being
the refurbishment of the
Basement, ground floor and
level three of its Melbourne
flagship store as part of a
$300mil major make-over.
MYER
CASE STUDY 2
Myer Bourke Street
Melbourne VIC
4 5

5. MYER
CASE STUDY 2
Myer Bourke Street
Melbourne VIC
6 7

6. This was the second
time that we had been
commissioned to reshape
The Basement, with the new
brief delivering a flattering
twist. Considerable brand
equity had been built in the
youth domain during its
six year life as Red Design
Group’s previous design.
Myer was keen to build
on its enduring relevance
despite the store’s eight
other levels undergoing a
total transformation.
MYER
CASE STUDY 2
9

7. “As part of the
$300m flagship store
redevelopment, Red
Design Group was
appointed to design
The Basement, Ground
Floor and Level 3.”
DARREN HOSE, RED
MYER
CASE STUDY 2

8. Established in 1849 in
Adelaide, Harris Scarfe is
one of Australia’s oldest
department stores with
more than 50 stores
nationwide.
Having worked with Red
Design Group for almost
10 years, Harris Scarfe
approached us to redefine
the brand in their home
state with the new flagship
store in Rundle Place. Set
over 2 levels, the 9000m2
store is the biggest HS in
the country
Harris Scarfe
Adelaide SA
HARRIS
SCARFE
CASE STUDY 3
12 13

9. HARRIS
SCARFE
CASE STUDY 3
Harris Scarfe
Adelaide SA
14 15

10. Matahari Indonesia
Matahari is Indonesia’s
leading multi-format retailer
with a store network of
80 department stores,
36 hypermarkets,
32 supermarkets, 39
health and beauty centres
and more than 90 family
entertainment centres.
Red Design Group worked
with the department store
division to create a new
interior design concept
and brand.
MATAHARI
CASE STUDY 4
16 17

11. Matahari Indonesia
The concept design included
the redesign of the brand
and corporate identity, store
layout, shopfront, interior
design look and feel, a
new suite of fixtures, focal
wall design, lighting, visual
merchandising approach
and design standards for
brand shops within the
store.
MATAHARI
CASE STUDY 4
MATAHARI
PRELIMINARY BRAND CONCEPTS
30.05.08
Brand comparison
MATAHARI
PRELIMINARY BRAND CONCEPTS
Brand comparison
MATAHARI
Brand comparison
MATAHARI
PRELIMINARY BRAND CONCEPTS
30.05.08
Directory
DEPARTMENT
DEPARTMENT
DEPARTMENT
DEPARTMENT
DEPARTMENT
DEPARTMENT
2
DEPARTMENT
DEPARTMENT
DEPARTMENT
3
DEPARTMENT
DEPARTMENT
DEPARTMENT
4
DEPARTMENT
DEPARTMENT
DEPARTMENT
5
DEPARTMENT STORE
DEPARTMENT
DEPARTMENT
DEPARTMENT
DEPARTMENT
DEPARTMENT
DEPARTMENT
DEPARTMENT
DEPARTMENT
DEPARTMENT
DEPARTMENT
DEPARTMENT
DEPARTMENT
2
DEPARTMENT STORE
11
11
5 level store directory
showing level navigation – you are on level 2
2 level store directory
showing level navigation
MATAHARI
PRELIMINARY BRAND CONCEPTS
30.05.08
PCurrent symbol
Development of symbol
MATAHARI
PRELIMINARY BRAND CONCEPTS
30.05.08
Current symbol
Development of symbol
Shopping bag
Size rangesDEPARTMENT STORE
CCAAAAAAAARRRRRRDDDDDDCC BBBBBB CCCCCCCCCAAAAAACCCCCCLLLLLLUUUUUUUUUBBB
Truck and Club Card
ORE
CCAAAAAAAARRRRRRDDDDDDCC BBBBBB CCCCCCCCCAAAAAACCCCCCLLLLLLUUUUUUUUUBBB
Truck and Club Card
MATAHARI
PRELIMINARY BRAND CONCEPTS
30.05.08
Directory
DEPARTMENT
DEPARTMENT
DEPARTMENT
DEPARTMENT
DEPARTMENT
DEPARTMENT
2
DEPARTMENT
DEPARTMENT
DEPARTMENT
3
DEPARTMENT
DEPARTMENT
DEPARTMENT
4
DEPARTMENT
DEPARTMENT
DEPARTMENT
5
DEPARTMENT STORE
DEPARTMENT
DEPARTMENT
DEPARTMENT
DEPARTMENT
DEPARTMENT
DEPARTMENT
DEPARTMENT
DEPARTMENT
DEPARTMENT
DEPARTMENT
DEPARTMENT
DEPARTMENT
2
DEPARTMENT STORE
11
11
5 level store directory
showing level navigation – you are on level 2
2 level store directory
showing level navigation
Matahari
Brand Design
www.reddesigngroup.com.au
RED worked with the department
store division to create a new design
concept. This included the redesign
of the brand and corporate identity,
store layout, shopfront, interior design
Existing logo
Re-branded logo
Re-designing the logo
“Red Design Group was
briefed to create a new
brand identity for the
business and redesign
its Karawaci store. The
brand identity was then
implemented across
126 stores.”
ROY TAVENOR, RED
18 19

12. The 880m2 design of Harris Scarfe’s sub-brand store, HS
Home in Springvale, Victoria, is a destination in proportion,
brand offer and customer experience. The contemporary
design builds on previous ideas successfully applied to
the design of the HS Home store in Adelaide’s Gepps Cross
Homemaker Centre, although this project is pitched at a
younger shopper.
HS HOME
CASE STUDY 5
HS Home Melbourne VIC
21

13. Sundan is a Shenzhen-based
home appliances retailer with
stores across China. Inspired
by a Chinese puzzle ‘Tangram’,
RED created Sundan brand
which breaks away from its
mainstream competitors. The
triangle shapes create different
configurations bringing energy
and movement to the overall
brand experience.
SUNDAN
CASE STUDY 6
Sundan, Shenzhen China
Sundan New Store Conept Design – 03.04.07
22

14. LET’S CONNECT
OFFICES
MELBOURNE
Level 12, 160 Queen Street
Melbourne VIC 3000
Australia
T +61 3 9693 2500
E info@redgp.com
HO CHI MINH CITY
Level 12A, Vincom Centre
47 Ly Tu Trong Street
District 1 HCMC Vietnam
For Vietnam enquiries contact:
Rhys Mullarvey
Regional Manager Asia Pacific
M +84 169 6081935
E rhys.mullarvey@redgp.com
redgp.com

15. REDGP.COM
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ATU
RED