Iconic brand Australian Geographic recently asked aplin creative to lead the creative direction on their rollout of more than 40 stores right across Australia.
Australian Geographic showcases the natural history and outdoor environment of our beautiful country and tells stories of Australian adventurers all over the world, so aplin creative’s vision was to bring the outdoors into Australian Geographic’s new stores. As such, every store incorporates a very simple fit-out along with materials and finishes from Australia’s natural environment to complement the brand’s natural ideology.
Each store invites the customer to embark on an outback adventure without having to leave the city. The shop front is clad in Spotted Gum, a native Australian timber that’s commonly found in the outback. The Spotted Gum is detailed with gum leaves, and the open shop front showcases large window displays and a timber slat feature that leads into the store’s interior. The same timber slat feature then takes the customer on a journey throughout the store, culminating in a feature canopy and backdrop over and behind the front counter.
Because Australian Geographic revolves around the outdoors, aplin creative wanted to get customers as close to the outdoors as possible – with little effort. A space feature at the back of the store reflects Australia’s expansive night sky, while a tree feature area includes a full-height plywood tree that displays featured product in its branches.
The stores’ flooring incorporates a striking mix of rusty tones mixed with a silvery sheen, inspired by the clays and gum trees of the Australian outback. Simple and functional fixtures and wall fittings are constructed from pine plywood and work as a natural backdrop for the rest of the store. Finally, the counter and feature displays represent shipping crates.