Jo Mercer, EMPORIUM VIC

Like a breath of fresh air, Jo Mercer’s new store showcases its new brand identity at Melbourne Emporium. We are privileged to be a part of Jo Mercer’s brand refresh. The brief was to align the current store concept with the refreshed brand while maintaining a timeless design.

Faced with the challenge of blending new brand elements into the current rollout store, we adopted an emphatic approach; to retain the current core design features, and to create a cohesive design while enabling customer brand recognition.

Working through the new brand guidelines, colours and graphic elements were explored with this design intent.

On the shopfront and display, linear brand patterns translate as textural three-dimensional cladding, which features a carved-out niche as a focal point for the signage. An added layer of texture on the curved entry frames the store.

At the entry sits a geometric display table of bold proportions. Stripped of its brass accents, the new interior beckons with soft neutrals on the gently curved perimeter walls. White illuminated shelves and walls provide the perfect canvas, highlighting the products as heroes. Here, the linear pattern is re-interpreted as routed timber panelling on counterfronts and ottoman base.

Pairing with meticulously designed joinery details; rounded corners of wall panelling; considered arched alcoves and pill-shaped mirrors, the result ­is a new store design of timeless beauty, enveloped by subtle simplicity of the refreshed brand.