BILLABONG, the world’s largest surf lifestyle brand is heading in a new retail direction and aplin creative is proud to be appointed the designer for this transition.
Giving the shop front simplified appeal was crucial to help the brand define itself. The shop front for the brand has long been an iconic black timber. This was retained but in a more sophisticated manor. We extended the iconic black timber back into the store to make a threshold or band of solid black. Slate flooring complements this timber portal. We used beautiful oak lining boards with black stain to achieve this bold entry. The finish of this timber has a strong visible grain and texture but is very clean at the same time. The branding of the store was another example of adding sophistication to the shop front. We finished metal letters in a black nickel and illuminated them with strong back lighting to make them stand out. The black on black branding is a confident, clean and bold statement for Billabong. Digital media and a basic but well merchandised window display complete this striking shop front.
The main feature of this store is the powerful ceiling. We recessed reclaimed surfboards into a ceiling cavity which were randomly placed and finished in a matte white paint. The result is an amazing depth of texture that is relevant to the brand ideology and a real defining feature of the store. The boards wrap down the back wall behind the ‘Point Of Sale’ where they create a textured backdrop for an over sized Billabong logo. This hero sign is an iconic part of the store and a real focal point as customs wander deeper into it.
The brief asked for the stores to be simplified. Balancing the layout and reducing the finishes pallet achieved this. The majority of the walls are finished in white paint or simple textures like brick. This works as a backdrop for the bright merchandise and selected lifestyle graphics as we want to merchandise to tell the story. The interior space feels light and fresh but with some bold statements. The flooring was a rich but simple oak to complement the shop front and selected timber fixtures.
The fitting rooms are an example of adding sophistication to the store design. The simple and clean fitting room areas are textured with white brick and complemented with full height steel and glass doors. The goal was to bring an outdoors feel to these simple spaces and then we softened them with beautiful textured sisal carpets and coastal Pandanus plants.
The store fixtures follow this simple and clean brief. The focus was on textures and limited finishes for both men’s and women’s departments which create a clean backdrop for the bold apparel. Full height alcoves helped confine different products into easily shopped spaces and kept everything clean and identifiable.
It was a privilege to be involved in the design of this store for a world-renowned brand. We have made our mark with the new look for Billabong, turning it into a more sophisticated shopping experience but still keeping the iconic ideology of the brand throughout.