CMDesign’s brief was to emulate a bar in Grab Denim store. Report by indesignlive.com’s Melbourne correspondent, Marg Hearn.

Underpinned by the belief of client, Anthony Gilpin-Warrior, that people predominantly wear denim to bars, the design premise was that customers would feel most comfortable in an environment closely mimicking that.

Marylou Paino director of CMDesign divided the space in Grab’s new store at Knox, Melbourne, into three vignettes. An apparel section interspersed with large black leather ottomans and a pulsating striped carpet floor, doubles as a lounge area.

The illuminated Corian bar counter complete with genuine beer taps and bar stools forms the sales area. Behind that, a bronze mirrored wall and under bench fridges lends further authenticity. Here denim jeans are stored in place of drinks, so that people can literally try on cold jeans and be spared from heat of the moment purchases.

A floor to ceiling metal shelving unit filled with folded denim, cleverly picks up the shape of Grab’s logo and creates a screen for the fitting rooms.

Inside each fitting room a palette of mirror and bronze mosaic metallic tiles has been applied. The quirkiest detailing is hinted at by the engaged/vacant toilet locks on their pivot doors with the surprise inclusion of wall hung (non-openable) toilet pans – a resting place for weary shoppers.

The concept was also rolled out in Paddington, Sydney (late December 2007), with more stores in the pipeline.

cmdesign@bigpond.net.au