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Ryan Russell for Crumpler

Australian bag company Crumpler enlisted Melbourne-based Ryan Russell to design its new store in Westfield Doncaster.

Ryan Russell for Crumpler


February 22nd, 2011

“We hate stores that are museums or sterile boxes,” said Sam Davy, Crumpler’s Creative Director, of what he wanted the new design of the Crumpler store in Westfield Doncaster to achieve.

“We like our stores to have a soul and the feeling that someone has thought about them and that they care.

“Our shops should always be worth a visit. They should be full of interest, where you can be 14 or 60, a student or a rock star. You can enjoy them.”

Russell’s design is based on a new bar tack logo Crumpler has introduced for its new Heist range.

“The design of the Crumpler Doncaster store utilises the components of the products being sold and weaves them together to create the store itself,” Russell said. 

“Webbing that is used within the straps of the bags is woven to create the shop front and then suspended to create the support structure for hanging and displaying the bags themselves. It is a simple but effective idea and relates directly to the history of the Crumpler brand and their bespoke design bag service.”

The Westfield Doncaster fit-out marks the beginning of a new wave of Crumpler stores to be redesigned as the company changes the direction of its retail offering.

Photographs by Dianna Snape.

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