SOUTH.ST, ChadSTONE VIC
Taking inspiration from its sister store in London, the new South.St store design exudes a distinctive brand ‘personality’ and an uber cool, industrial vibe. Studio Grayscale are extremely proud to have brought this store evolution to life here in Australia.
The project’s success was a testament to the careful selection and innovative use of materials. The industrial palette includes raw elements such as broken concrete edging, cool steel and glass - contrasted with minimal lines and forms, creating visual tension and tactile distinction. This has created an unexpected balance of rawness and minimalism.
The shopfront logo is flanked by jagged-edged stainless steel, emphasizing the deconstructed industrial concept. Upon crossing the threshold, rows of wall racks with bold vertical posts frame the monolithic steel form of the POS counter. The counter’s smooth curves and clean planes echo the seamless display pod behind it, which also conceals a set of fitting rooms. Within the fitting rooms, the ingenious use of industrial chains for hanging garments enhances the user’s experience. Toward the rear, corrugated zinc panels wrap the walls, zoning this area from the front. This ubiquitous material is a perfect juxtapose to the futuristic feel of the counter and central pod.
Distinctive design details continue throughout, such as a custom formed stainless steel display table; a faux concrete column doubling as the table support; an oversized mirror framed with a curved steel circular section and industrial bolts on concrete and metal finishes to add rawness and design authenticity. Aggregated concrete blocks anchor the freestanding hanging racks throughout and ceiling mesh over the fitting rooms provides the ideal mounting solution for lighting fixtures.
In keeping with the client’s brief, the completed store design encapsulates our client’s vision of a store interior in sync with the South.St brand image – an industrial edge with a minimalist attitude – aligning with their London location. Through the curated application of the materials and colour palette, juxtaposed with industrial design elements and innovative details, the design succeeds in elevating the brand and enhancing customer experience. The result is also a testament to the power of excellent collaboration and design skills.
