The retail space that beckons from within the new ABC store expresses the fun, quirky, even unexpected, side of a brand that is ever-present in Aussie homes.

The design firm responsible for the space, Morris Selvatico, employed vibrant colours and striking patterns for their custom made carpet and wallpaper, making the store soar with an exuberant spirit.

It is these daring colour choices that not only imbue the brand with a new aura, but also subtly replicate the bright tones of the ABC logo, compelling visitors to refer to their comfort and familiarity with the name.

“When approaching the store design, we wanted to breathe a new life into an existing retail space that could demonstrate the diversity and quirkiness of the brand,” explains Designer Alexandra Morris.

Morris Selvatico holds a firm belief that when designing a retail space, it is important to attend to the customer and the product.

In honouring this view, Morris Selvatico were careful not to single out specific groups of ABC’s broad audience and instead, provided a retail experience “that could be enjoyed by all with small hints of fun… to liven the overall space.”

Morris Selvatico selected muted colour tones to help products grab customers and all fixtures were cleverly designed to be small and moveable to ensure optimum flexibility.

Alexandra Morris describes the store as a “journey for the customer,” and it is clear that whether or not visitors have a strong affiliation with ABC, this space certainly takes them places.

morrisselvatico.com