Myer Basement

Irreverent design impacts MyStore sales

If you every doubted the difference good design can make to a retail environment then visit The Basement at Myer Melbourne.

Raw, edgy and irreverent, The Basement has revolutionized the department store’s youth experience, increased foot traffic and made a significant impact on sales.

Paul Bonnici, general manager marketing and creative of Myer says the creativity that went into The Basement has not aged over the last few years, and sales are still strong.

“We have added more new brands so from that perspective it is evolving. The creativity is not ageing but it is the technology that we have added to it –creating spaces where our customers can listen to music and download to their iPods.”

The 6,000 square metre youth-only space opened just in time for Christmas 2005. The project was a collaborative effort between RED Design Group and Myer Visual Merchandising, and it set a new agenda for retailing in Australia.

Complete with a 1950s caravan and resident DJ, The Basement combines music, retro style and the latest brands in an exciting discord of streetscapes, graffiti, blackboard signs, fifties furniture, distressed floors, black ceilings and yellow fluorescent light.

"There is nothing else like this in Australia; nothing as well targeted for the 15-25 age group, nothing as raw and exciting," says RED design principal, Rob Ovcaric.

"RED is the most innovative company in retail design in this country. They understand retail. You need to be a specialist and RED live and breathe retail. They think outside the square, they put themselves in the place of the client - in the client's demographic." Paul Bonnici, general manager marketing and creative, Myer.

www.myer.com.au