From the Resene News – issue 4/2010
Furniture that works - Seedling store
The Seedling brand is synonymous with vivid colour, creativity and child friendly. When opening their flagship store in Remuera, Seedling wanted to stay away from the traditional primary colours that are found in so many children’s stores and products but still use vibrant, exciting colours that would invite and inspire children and adults alike.
Resene colours are incorporated into the 10 coloured Seedling brand stripes adorning the entire main wall behind the counter. This wall is shared with the birthday party room at the back of the store, which sports large polka dots in the 10 colours combined with unique fabrics draped on the other walls. Walls are finished in Resene SpaceCote Low Sheen waterborne enamel for a hardwearing finish that can withstand the inevitable wear and tear of a children’s product retailer.
The vibrant Seedling colour palette features Resene Bahia (lime green), Resene Bilbao (sharp green), Resene Bright Red (pure red), Resene Candy Floss (hot pink), Resene Dark Knight (strong slate blue), Resene Eastern Blue (sky blue), Resene Papier Mache (soft tan), Resene Sassy (bold magenta), Resene Space Cadet (ultramarine blue) and Resene Trinidad (zesty orange).
Taking the concept a step further, secondhand furniture (chairs, tables and cabinets) were collected then coated with an Environmental Choice approved system of Resene Waterborne Smooth Surface Sealer followed by topcoating in Resene Lustacryl semi-gloss waterborne enamel tinted to one of their selected 10 Resene colours. The vibrantly painted furniture is used for visual merchandising throughout the store. The furniture is stacked in levels, such as a chair on top of a coffee table on top of a dining table. The combination of Seedling’s product range with the vivid Resene colours of the furniture and feature wall has created an appealing retail space and a stimulating activity space for customers.
The brightly coloured furniture stacked in random combinations perfectly reflects the Seedling brand where anything is possible with a little imagination.
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