Peter Alexander, Chadstone VIC

We had the privilege of collaborating with Peter Alexander on their new-look store design. The design aimed to modernize the brand’s original concept while preserving its iconic identity. Our challenge was to create a fresh aesthetic that captured the brand’s distinctive style and atmosphere.

Situated in Chadstone, it was crucial for the store to stand out. Therefore, the design of the shopfront, counter, and overall visual appeal—both from within and outside the store—required careful consideration to ensure maximum impact.

To elevate the design, we introduced several new elements, including updated store colours that retained PA’s signature pink, a modernized moulding style, redesigned display tables, a fresh counter concept, and unique fitting room designs. These updates were thoughtfully implemented throughout the store to create a vibrant, modern look while staying true to Peter Alexander’s playful, quirky, and energetic personality.

At the heart of the store, the counter was highlighted by a bold, solid pink feature ceiling. Curved edges and modern mouldings softened the space, creating a striking yet harmonious centrepiece. Behind the counter, a digital screen was integrated into the rear wall, flanked by gift box shelves on either side.

To complement the overall design, we introduced large display tables with playful, modern details, including the legs made by rounded forms stacked on top of one another in vibrant pink and blue colours. Glass tops added a sense of lightness, allowing products displayed beneath to be highlighted. Big illuminated category signs above the wall fixtures, paired with a vintage cinema-inspired fitting room sign, not only guided customers with clear clarity but also contributed to the store’s playful atmosphere.

The fitting rooms were designed as an immersive experience, enveloped in pink from walls, including fitting room doors to ceiling. Combined with unique custom Peter Alexander wallpapers, this design created a sense of stepping into a vibrant, whimsical world that perfectly encapsulates the brand’s character.

The result was a refreshed Peter Alexander store that stands out beautifully in its prime Chadstone location. The design successfully captured PA’s essence—vibrant, quirky, and playful—while introducing a modern edge. We’re deeply grateful to have collaborated with the exceptional team at Peter Alexander, whose vision and dedication brought this store to life.