With such a dynamic brand and an expansive shell, the Sydney Arcade store came together over time. The brand wanted to identify the mens, womens and youth components of the brand, so the decision was made to allocate them each to a floor, with the entry to the store being a showcase of what was on offer, an entry portal as a feature.
The mens floor contains a boardshort shop in shop, featuring the most extensive display of Billabong Boardshorts around. Feature areas from the Essentials program, along with thongs and accessories. The core finishes of black Weatherboard, White and Natural Timber define the various zones in store.
The women are treated to a changeroom experience of space and coastal elegance. With room to hang out with their friends and be inspired by the design teams seasonal range preview the changerooms are palatial.
The brand was looking for platforms that the visual merchandising team could deliver core stories of the ranges, which were developed in numerous formats – both as integrated displays and pure merchandising platforms.
The overall effect of opening the shopfront up, creating less density in the displays, come together to create the ambience of Billabongs Sydney flagship store.