Cotton On Global Flagship Store
42 Granville Road, Tsim Sha Tsui, Hong Kong
Wanting to take store store interiors back to their Australian roots, Cotton On appointed Australian shopfitter ONE Group Retail Experience to project manage the development, site construction and store fitout for the Cotton On Global Flagship store on Granville Rd, Hong Kong.
With five offices across Australia and a South East Asian operation based in Singapore, ONE Group Retail Experience was positioned to lead the project, providing an authentic architectural envelope in Hong Kong’s main shopping district to house all brands of the Cotton On Group.
Senior Project Manager at ONE Group Martin Maxwell ensured the four storey fitout was completed flawlessly within the 12 week timeframe.
“Using tried and tested processes, we worked with Cotton On to develop a flagship store that is a tightly edited space with a strong unified design. The use of natural and distressed materials such as brick and reclaimed wood is contrasted by contemporary mirrors and large format white tiles, to create an environment that tells the story of the brand,” he said.
“Even within tight timeframes and working within the narrow footprint of the building, the finished result is a store that showcases the products whilst leading consumers on a journey through the space.”
When considering the design of the space, Cotton On’s Managing Director Nigel Austin felt that it was important to give the local consumer a leisure activity as well as a shopping experience.
“For our young Hong Kong customer, this is their living room, this is their house, a place to meet”, he said.
Circulating through the space via a staircase and escalator is made visually appealing with features of the brand identity hung on the walls, mannequin displays and lighting features. The lighting features are used to pull customers through the four floors of products. Ensuring international brand guidelines were met, ONE Group installed Cotton On’s new style of fixtures and fittings throughout the flagship store.
To enhance the side of the building which adorns many takeaway outlets, the external store wall was bricked up one level to showcase Cotton On and Typo signage.
As Nigel Austin noted, “When standing outside, Cotton On has a presence usually only achieved by high end retailers like Chanel or Burberry. We intentionally created an open store with a large beacon-like logo overhead to really own the space.”