Sportsgirl / Australia
Distance has never proved an obstacle for the partnership between Australian fashion brand Sportsgirl and HMKM with three highly successful super flagship store launches.
The concept for each superflagship begins with a story that responds to the subtly different characteristics of the Sydney and Melbourne customer. Key terms to describe departments, such as ‘The Launch Pad’ for new designers, and ‘Moonwalk’ for shoes, help to develop the mood and tone-of-voice which is then adopted architecturally. Each superflagship has a signature facade, creating both standout and wow factor. The entrance is designed as a ‘stage’, housing an ever-changing fashion statement. In the store, sportsgirls can book time in ‘Style Me’, the uber successful personal shopping service for fashionistas.
The superflagships were so successful that HMKM extracted the signature elements to form the basis of Sportsgirl’s national store roll out and ongoing design programmes are in play for 2015.