Dalziel & Pow has designed a new flagship for MRP, Melbourne it's first store launch outside Africa. Take a closer look at the concept here.
Continuing our five-year collaboration with leading South African fashion retailer MRP, we worked with the brand on the launch of a new flagship in Melbourne, Australia – its first store to open outside Africa.
Our new design focuses on introducing the brand to Australian customers who are unfamiliar with its heritage, as well as making a bold impact in the shopping mall. A large format digital screen showcases the brand’s fashion films within the shopfront, enticing trend-savvy Melbourne shoppers passing by.
The hierarchy of brands within the store has been rebalanced to allow the overall MRP identity to shine, enhancing the feel of being a branded house rather than a house of brands. An urban, unfinished surface acts as a unifying backdrop throughout the store, with sub-brands layered onto this. In the Kids’ department, for example, a South African illustrator was commissioned to design original cartoons. Hotspots are located within the shopfront to inspire customers with the latest looks across all the brands, while smaller capsule displays support the navigation and sub-brands.
The MRP brand inspires trust and affection across South Africa and many African nations. This debut in Australia aims to translate and elevate this personality, ‘adding extra’ to the customer experience with services such as ‘click and collect’ and several seating areas where shoppers can relax.
Shortly after the successful launch of MRP’s Melbourne Central store in October, the brand opened a second store in Melbourne’s Eastland Shopping Centre. The new scheme supports MRP’s ambition for international expansion and readies the brand for further overseas openings.
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