Ziera - Newmarket

An aesthetically captivating store design that delivers a cutting edge brand experience. Ziera approached RCG to create a store design that makes a unique brand statement and appeals to a wider, younger and more fashion intelligent market. Research into Ziera’s customer journey informed the creative direction of the fit-out. Moving away from traditional plans that ‘fish bowl’ the trying on process in the store centre; we created a dedicated try-on area located strategically next to the sales counter. A distinct feature of the store is the bespoke carpet; designed to shift from lighter to darker tones toward the back of the store; a visual device that promotes customer circulation and draws people through the store. We designed Ziera a unique, flexible and cost effective trellis system that makes a distinct brand statement, and can be scaled and applied to their 47 stores across Australasia. From shop front to store layout, we challenged traditional design thinking to create a strategic solution that promotes customer engagement, circulation and comfort. "We are delighted with the new design. It has created extremely positive customer feedback, and generated increased customer sales. RCG delivered on budget and created a unique design which more than exceeded our expectations." - Nicky Dunn, Group Marketing Manager, Ziera