Sportsgirl / Super-Flagship Melbourne
Reigniting its long-standing relationship with Australian fashion brand Sportsgirl, HMKM has completed their new generation super-flagship store in Melbourne’s Chadstone Mall. Having created iconic designs for three previous super-flagship stores, HMKM’s brief was to review and revitalise key areas of the existing design, whilst creating a new, iconic architectural statement for Sportsgirl.
Understanding the changing role flagships play in today’s retail landscape meant that it was essential to consider the interplay between the physical and the digital world. The result is a bold, inspirational store, reflecting and complementing its shoppers’ 24/7 lifestyle. The shopfront is dominated by a spectacular triangular display window, guiding the customer into the store past high-impact floor-to-ceiling digital screens which showcase ever-changing brand content. A host of engaging customer touch-points, from Click & Collect services to a Style Me studio, sit alongside strong storytelling elements and a fabulous flexible event space to create an interior brimming with energy, intrigue and excitement.