The client brief for their new retail tenancy in Westfield Newmarket requested a warm, colourful and engaging store to range quality educational toys and books targeting children from toddlers to early teens.
The Go Go Kids ethos was conceived to make learning and development fun through play. The established logo symbolising the metamorphosis and growth of caterpillars into butterflies informed the immersive, flower garden themed environment. Cues from the merchandise encouraged creativity and fun and was interpreted into the three-dimensional slot together lighting and display elements.
The welcoming shopfront is clad in cartoon leaf forms in an array of lush green tones which forms a canopy hovering over the cave-like portal entry. High colour rendering luminaires enhance the colourful interior, drawing the customers into the over-scaled diorama inspired by nature. Neutral display shelving enables the colourful product to shine in the toy gallery with surreal decorative elements on the upper walls, floor and ceiling.
To create a fully immersive design, all the surfaces of the store were considered. Many of the materials selected in the design were only available in a limited band of standard colours. The Resene collection of crisp brights gave infinite options in colour to link these elements together.
Applied to the upper perimeter walls, Resene French Pass was selected as the perfect warm sky blue to envelop and unite the space, complementing the layered green acoustic tree forms. The other standout Resene colour is Resene Bilbao, used on the feature recessed ceiling. A strong bright green was required to provide a backdrop to the ceiling garden, beneath which custom designed acoustic daisy light fixtures are suspended. The intense colour is tempered by a perimeter strip light creating a gradient light wash and depth to the ceiling surface. Resene Alabaster was selected for both the ceiling and walls in the compact back of house space. This fresh bright neutral backdrop maximises the reflected light and visually enlarges the space by blurring the lines between the surfaces.
One of the challenges of this project was creating a design with universal appeal for the broad age range and stages of development of the target market. It needed to be a space where teens are happy to browse the upper bookshelves while the younger set circumnavigate the store on wheeled unicorns and parents tinker away at the activity table, hunched over on knee poppingly low stools.
Resene Zylone Sheen was selected for both its low sheen appearance and durability in a high wear commercial space. It’s low odour was a bonus!
Architectural specifier: Woodhams Meikle Zhan Interior
Building contractor: Datum Projects
Client: Go Go Kids
Painting contractor: Project Painters
Photographer: Mark Scowen
Project: Resene Total Colour Awards 2020
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