SOUth St. Chadstone VIC
South.St is the home for oversized sweats & authentic loungewear making comfort acceptable on the daily and is also one of the hottest streetwear brands to hit the Australian market. The owner/designer Harley Rae Booth engaged us to design her first concept store at Chadstone, which we are thrilled to have been a part of. The space was to feel clean, minimal, and industrial yet inviting – letting the collections speak for themselves.
The amazing thing about this beautiful site – its’a refurbishment!..... The shopfront was retained, with some adjustment - the size of the transom was increased and retreated it in a render treatment and a new illuminated South. St logo was added, giving the shopfront a strong South.St presence. The existing product hang rails either side of the store were retained – we loved the curved feature and replicated the same form for the custom floor joinery – creating a connected design solution.
Unlike many retail stores - South.st didn’t inherit a typical display window and the entrance was completely open, so it was important to create a focal point here - which would function as the window display zone. We created an entry zone with assorted racks and plinths along with a digital screen - giving this zone a sense of hierarchy and connecting it back to the existing black wall rails.
The palette is very minimal with a base of beige and white but with the black statements in the joinery and furniture and use of texture, the space draws you in and completely encapsulates the brand. The floors exude a weathered-industrial concrete that looks like it’s straight out of a warehouse. The walls are in a rendered textured beige that really make the crisp clean white in the shelving and sales counter pop. The sales counter that sits seamlessly in the middle of the space curves in a custom scalloped profile that has been designed to look aesthetically pleasing both sides of the counter. The plinths that are used throughout the store are in a rendered white concrete texture that is also used for the floor joinery bases, again creating connection within the store.
