2012 Melbourne Design Awards

Key Dates

Photo Credit : Copyright Dianna Snape


Project Overview

The Crumpler Doncaster store aims to reinvent the notion of a traditional retail interior and its components.
Design to be considered as a woven object rather than a store, the notion of a traditional shopfront is shifted from being highly transparent into a kinetic and dynamic element that shifts from clear to solid depending on the perspective of the viewer.

Project Commissioner


Project Creator

Ryan Russell for Russell & George


Ryan Russell - Director / Designer
Rebecca Ransley

Project Brief

The store is essentially created from the materials of the product it sells, high quality bags.
Webbing that is utilised to create robust shoulder straps and internal support structures of the products is used to create the shopfront and suspended display systems, powdercoated steel that is used to create rigid frames in the larger travel items create display grandstands and adjustable hangrails, and rubber that is used in internal linings create a highly resilient layer for flat display areas.

Project Innovation / Need

The traditional shop interior of flexible puck systems is transformed into custom sculptural display systems that allow for complete transformation of display in both vertical and horizontal planes, transforming the look of the space for a particular season and creating backdrops that have the ability to alter the proportion of the room and ultimately the experience of the space.

Design Challenge

Crumpler is a brand that celebrates the individual and the unique. An Australian icon in the retail sector the company started from humble beginnings creating custom messenger bags for a select clientele.
This handmade approach is explored through woven elements of the store. Utilising materials from the products themselves creates an immediate connection between the store and the product. The woven elements of shopfront and display system allow for dynamic interaction between customer, store and product.


The design of Crumpler Doncaster utilises responsibly harvested timber resources and reduces the use of building materials containing VOCs (volatile organic compounds).

Waste was kept to a minimum via panel cutting schedules issued during documentation and the use of standard sheet sizing.

Most components including the shopfront were built in controlled factory conditions to minimise time spent on site and for potential wastage to be minimised.

This award recognises 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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