Pepe's Paperie

The brainchild of Pepe Ianniello, the Pepe's Paperie concept evolved from his Italian heritage and a love of fine stationery gained at an early age when Pepe visited Venice and Florence with his parents.

After opening the first store in Woden, a second store was opened at Bondi Junction followed by a third store in Canberra's Civic Centre. The latest store, in Westfield's glamourous new Doncaster Shoppingtown centre, opened in April this year, and Pepe approached RED to create a new store design concept.

Pepe's Paperie range of high quality, luxury goods includes fine papers, stylish pens, notebooks, journals, photo albums, leather goods, cards and gift wrap.

RED's concept took the approach of representing the traditional aspects of some of the quality pen ranges in moulding details used in a contemporary application, such as ceiling rafts and highly coloured display tables. The use of a traditional material, copper, as an entry portal again made the link between the old and new.

Within the space we wanted to create a central writing table to acknowledge the art of calligraphy and encourage more interaction between the customers and staff, where promotional events could be featured such as writing festivals. Visual merchandising features strongly on pale green tables with classical, turned legs, and a beautiful writing desk adds to the richness of the store.

Strong lighting highlights merchandise on wall fixtures, display tables and in showcases and a large feature light was custom made from thin sheets of porcelain which resemble paper to complete the theme. The finished store embodies luxury, richness, vibrancy and theatre – delivering Pepe's goal to give customers and exciting and pleasurable shopping experience.

www.pepespaperie.com.au