Country Road is a truly iconic Australian fashion lifestyle brand. For over 40 years, natural simplicity, beauty and a deep understanding of the Australian way of life have underpinned the brand’s design philosophy.
To reflect their future aspiration, HMKM were tasked with realising Country Road’s vision ‘to be the world’s leading lifestyle brand’ manifest through their flagship store in Chadstone Mall (Melbourne); and crucially to lead the fashion industry by delivering Australia’s first 5 Star Green Star design review rating for a fashion store (from the Green Building Council of Australia).
The brief centred on reasserting the importance of Country Road as a true lifestyle brand by better uniting the different lifestyle categories (women’s, men’s, kids and home). We turned to the beauty and breadth of the Australian landscape as our overarching narrative of ‘The Curated Landscape’, to provide the strong representation of the brand’s pride in its Australian roots as well as offering colour and textural cues and indigenous materials and craftmanship.
The curated landscape focused on three core design principles: Form - introducing subtle sculpting, curves and textures; Detail - ensuring craft-led furniture played a pivotal role in the store; and last but by no means least, Sustainability – delivering a strong business ethic and building awareness through materials, construction and functionality.
These design principles defined the new retail language for the brand and have enabled the flagship store to symbolize a new era of luxury whilst delivering a 5 Star Green Star design review rating.
HMKM carefully considered the benefit of every material used, and worked with many local and international suppliers to enhance the customer experience at every touchpoint; fixtures made from recycled yoghurt containers, carpet crafted from fishing nets and recycled paper wall cladding are some examples.
Other unique store features include parquetry flooring recycled from old buildings; fitting room hooks revitalized from ocean plastic; and store fixtures and tables crafted from recycled plastic.
Country Road Managing Director Elle Roseby said the relaunch of the Chadstone flagship store was a milestone for both the brand and the industry.
“Our Chadstone flagship revolutionises the retail experience, maintaining our commitment to quality while demonstrating our connection to the environment. It shows that sustainability in fashion extends into retail store fit-outs, as well as garment production.”
Jamie Wallis from Green Building Council of Australia commented “A 5 Star Green Star rating is a significant achievement and represents Australian Excellence in the design and construction of the Country Road flagship store.”
Paul Digby, Creative Director HMKM, said “Country Road is such a cherished Australian lifestyle brand, which we have brought to life through a ‘Curated landscape’ where the outdoors effortlessly flows in. Natural, local materials and craft traditions are celebrated through the store design, where the environment is cherished and respected. A unique retail landscape referencing the countries riches, putting community and sustainability at its heart. All with the aim to be Australia’s first 5 Green Star lifestyle store”