Redefining Shopping: Innovative Retail Design at Up There Store by Kennedy Nolan Architects

In the heart of Melbourne's bustling Flinders Lane, known for its vibrant mix of fashion, design, and hospitality, stands the Up There Store, a flagship retail space designed by Kennedy Nolan Architects. This project represents a paradigm of innovative retail design, blending functionality with aesthetic innovation to create an engaging consumer environment.

Design Philosophy and Execution

Conceptualization and Brand Refresh

The redesign of the Up There Store was part of a comprehensive brand refresh aimed at enhancing the store’s identity. Kennedy Nolan Architects drew inspiration from the brand’s playful and saturated color palette, which informed the selection of vibrant and unusual colors used throughout the interior.

Space Utilization and Thematic Zones

The architectural layout of the Up There Store is a testament to innovative retail design. The space is partially subterranean, featuring a deep plan that opens up to the atmospheric gloom of Sargood Lane. This unique setup inspired a theatrical and cinematic interior, characterized by intense green ground planes and inky green ceilings that blur the spatial boundaries, creating an expansive and abstract environment.

Key Features of the Interior Design

Ground Plane and Ceiling Treatments

The choice of an intense green for the ground plane is not just a nod to the brand's color scheme but also acts as a grounding element, resonant of a grassy field, which contrasts sharply with the urban context of the store. The dark green ceilings help to de-limit the edges of the space, plunging them into shadow to focus attention on the merchandise.

Zoning and Customer Interaction

The merchandise is organized into discrete zones using a 'concession' approach. This layout reflects the brand’s ethos of curating and displaying stock in themes and provides flexibility for collaborations, events, and exclusive releases. Each zone is designed to offer a unique visual and shopping experience, enhancing customer engagement and satisfaction.

Social Spaces and Customer Experience

Kennedy Nolan Architects emphasized creating spaces within the store that encourage social interaction. At the rear of the store, a large table with generous banquettes provides a communal area where customers can socialize, try on shoes, or enjoy a coffee from the in-house café. This area serves as a physical manifestation of the brand's desire to be a good host, offering comfort and a sense of community.

Impact and Future Implications

The Up There Store by Kennedy Nolan Architects stands as a beacon of innovative retail design, showcasing how architectural creativity can transform a conventional retail space into an immersive brand experience. By integrating bold color schemes with functional design elements, the store not only elevates the shopping experience but also sets new standards for retail environments. This project illustrates the potential of architecture to influence retail brand identity and customer engagement, marking a significant contribution to the evolution of retail spaces in urban settings.

All photographs are work of Sean Fennessy