Image Credit : The Thomas Group
Project Overview
THOMAS’s Warrnambool Store utilises chains in creating regional Australia’s most captivating, yet adventurous shopfront. Aesthetically dynamic and a glittering delight.
The Thomas Group was founded in 1896 in Regional Victoria - Ballarat. In 2016, the jewllery brand embraced new change and rebranded their jewllery stores - ‘Thomas Jewellers’ to become 'THOMAS'. With this exciting makeover, for a brand that has existed for over a century, those at The Thomas Group took on new adventures into contemporary areas of retail, both 'brick and mortar' and online. greater group were strongly engaged in evolving their jewellery store, in Warrnambool and their adjacent watch sector, 'The Watch Shop'. The key was creating fresh interiors, in addition to highly improving the retail shopping experience for their Customers.
With the retail development of today, The Thomas Group's existing stores were outdated and lacked excitement. The environments lacked consistency, in both look and functionality, so the developed solution was to create sophisticated yet modern store that would have a welcoming and friendly space blurring the lines between Customers and Staff.
The use of innovative materials were key aspects in the design considerations. The shimmering large corner site of is woven in gold and silver chains and complimented with new illuminated signage. The face of the store was designed to come alive both through the day and night. While chains were a key element in the overall concept, cardboard was another innovative material involved in the project.
Project Commissioner
Project Creator
Team
greater group Melbourne (main)- David Sevior, Daniel Angley, Karen Hamilton, Holly Hockley, as well as Shaun Connelly and team.
greater group Shanghai– Amy Wang , Leo Yeo, Max Durack
Project Brief
The existing brand – Thomas Jewellers was tired and outdated. The retail environment lacked consistency in both look and functionality across the various stores. The stores were confused and cluttered, selling a range of items outside the jewellery and watch markets – for instance, luggage and large wall clocks.
greater group's own Global CEO- Neil Arrowsmith, along with the design team, worked closely to devise a novel solution that would combat all shortcomings. The concept of using of chains as the primary material, immediately enticed the Client, and though a drastic change from their existing store, the architectural aesthetics was agreed to meet the brief of reinventing the old to the new.
The solution aimed to create a welcoming and friendly space that blurred the lines between Customers and Staff. The store layout is highly functional and promotes a contemporary space, delivering a unique shopping experience. The Client’s brief extended to consider their Staff, who are very much part of the family; to account for a work-friendly, safe and proud space that Staff would greatly enjoyable working within.
Our amazing Branding Partners, ‘Traffic Brand Transformation Agency’ have done a wonderful job of reinventing the THOMAS brand and its communications, as well as realising "The Watch Shop” - a new concept in watch retailing.
Project Innovation/Need
The Thomas Group's particularly large corner site, created two street fronted façades that required reinvention, in line with the new concept. The exterior consists of using a high quantity of fine gold and silver woven chains, installed to cover the entire façade, across both streets. Further adding to the modern and sophisticated aesthetics, the signages were designed to be noticed, during the day and night with the use of lights.
The use of fine chains extended to the interior spaces with specific walls being covered. As soon as Customers enter the store, they are immediately attracted by the visual elements of the shimmering chains and also dazzling jewellery.
In line with the material palette used for Thomas' jewllery sector, The Watch Shop further explores the use of interesting materials. Natural timber and cardboard were dominant in the stores aesthetic, creating a warm and approachable space. The central consultation areas create a relaxed and friendly space to review products, as generally buying a watch has longer transaction time.
Design Challenge
- One of the design challenges was the incorporation of Thomas' store in store (SIS) experience and the collaboration with specific high-end brands. The team wanted to fully capture the individual brand uniqueness within the overall, interior space with various other stands. With any market, competitors want the edge on their rivals and this was overcome in delivering strategic areas within the store planning phase, both creating mini brand ecosystems and a point of difference to the opposition.
- Specifically in regards to The Watch Shop concept, the challenge derived off the use of cardboard as a primary material, in addition to the stance of having most products on open display; while still being tethered / secure, but accessible to staff for any demonstrations. Extensive research and development was explored, to refine an open display system that would highlight the products, while being secure in the retail environment.
Sustainability
An important aspect of the THOMAS design was modularity and flexibility for the Client. Adapting walls to house more or less showcases, or graphic elements in the future. Additionally, the floor fixture design enables specific materials to be ‘reinvented’ without complete redesign and replacement of the fixture.
- Ease of distribution & installation: The overall design and installation was approached from a multiple rollout perspective, and to be implemented across all existing and future stores.
- Function & shop-ability: Stores were planned and designed to create open spaces where customers can browse and view products from all angles. Staff are on hand when needed and specific consult areas were incorporated into the space for bigger spend products, such as diamond rings.
- Materials and production: The palette was derived from truth to materials, utilizing timber, stone and soft furnishings with natural tones / textures. The Watch Shop sector utilised mass produced recycled cardboard rolls and taking them out of context to be be used in a store environment. greater group are helping the environment by offering a practical sustainability charter to our clients and staying open-minded and welcoming to the green change.
Interior Design - Retail
This award celebrates innovative and creative building interiors, with consideration given to space creation and planning, furnishings, finishes and aesthetic presentation. Consideration given to space allocation, traffic flow, building services, lighting, fixtures, flooring, colours, furnishings and surface finishes.
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