For the Auckland store design, interior design firm We Are Triibe wanted to really herald the Assembly Label brand, as this is the first overseas store outside of Australia. It was important to create a space that customers felt really welcomed in, had an immediate understanding of the brand, can comfortably move and transition through, and for everyone who stops by to feel at ‘home’ in a sense.

Taking cue from Assembly Label’s signature minimal and relaxed aesthetic - paired-back tones, textured wall render, natural stone, recycled curtain fabric and hardwood timber have been used throughout the space to create a simple, durable and uplifting customer experience.

The use of the solid oak framework to the entry doors and windows was intentionally designed to resemble a picture frame and to beautifully showcase the product within the store, and to also draw passer-by’s attention towards the store. Long timber plinths and minimal ceiling-mounted rails were installed in the front display windows to herald key products merchandised in the front window without obstructing the customers view into the store. The backlit illuminated signage was positioned centrally above the entry to ensure it was prominent and created a strong presence between Assembly Label’s neighbouring stores.

Heralding Assembly Label’s minimal aesthetic, the attention to design details are profound throughout the store. Elements such as the timber façade, custom-designed timber clothes rails with considered detailing, timber point of sale design with hidden cable management, discreet cove lighting in the change rooms to create complimenting and ambient lighting, custom stone bench design and the oversized recessed barrisol skylight are all key attributes of the store that required meticulous attention to detail.

The design focus of the store was to create an experience for customer’s that felt as though they were at home, rather than in a retail space. Ways we achieved this was by introducing residential elements such as timber flooring, a point of sale design that resembled a dining table, welcoming furniture items similar to what would be displayed in a living room space, beautiful recycled fabric draped curtains, and soft complimenting ambient light from the skylight light and changeroom cove lighting that washed a soft light across the store to create a sense of calm.

Circulation and flow of the space were paramount with the design – we maximised the high ceiling at the entry and located the racking on the walls to create a sense of openness when customers first walk into the space. Seating areas are situated at the front and back of the store to create calming and comfortable circulation points past the racking and around the ‘dining table’ point of sale, allowing a generous amount of room for egress.

A strong emphasis was put on creating an ambient and residential feel to the space – the introduction of warm textural whites in the rendered wall colour, natural linen fabric curtains for the changeroom, pale timber floorboards, sisal flooring in the changerooms, natural stone bench seat and oak timber joinery, along with the soft warm lighting were all elements that create a very welcoming and ambient feel to the space.

We sourced timber and stone from local New Zealand suppliers that complimented the material palette used throughout the Australian stores. We wanted to ensure we incorporated materials that embodied the Assembly Label brand whilst working with great local suppliers and companies to achieve this. The space also showcases an amazing rug by Nodi Rugs, side tables from Resident by Simon James Design and photography by Australian photographer Kat Parker whose works are displayed in all the Assembly Label stores.

Long timber plinths and minimal ceiling-mounted rails were installed in the front display windows to herald key products merchandised in the front window without obstructing the customers view into the store.

The client believed the design met all requirements and exuded the essence of the brand, along with keeping within the budget initially specified.