rogerseller

Retail design with the WOW factor

Store design was a critical factor in Rogerseller's plan to redefine how bathware was retailed in Australia. "To create an effective retail space takes more than one element. RED used the physical space, the high ceilings and the natural light and combined those features with timber, polished cement, flocked wallpaper and perfect sight lines to deliver a unique and very beautiful space," said managing director, James Edmonds.

Rogerseller is housed in the PYD building, Waterloo, which takes its name from the streets that bound it: Phillip, Young and Danks.

Being situated on the first floor made external sight lines and the entrance extremely important. Look up and you’ll notice the bright red sinks, hung in line, upside down.

Climb the stairs to the entrance and you’ll see the timber floor infill which runs through to the back wall and then up to the ceiling. It is a major focal point complete with an angular timber ceiling return to create a more intimate zone in the warehouse style space.

"It is the first thing you do when you walk into the space. Your eyes run to the back of the store and it draws you in. It is a very clever piece of retail design," says Edmonds.

For rogerseller the new design and location has repositioned the brand and increased traffic.

"RED has a really good sense of the emotional intelligence that comes with designing space. The space is not homely, but warm, inviting. It wows you." managing director, James Edmonds.

www.rogerseller.com.au