NERE MELBOURNE CENTRAL — Standalone Concept Retail Design — 2023
Since Nere first launched in 2022, the brand has built its offering from pop-colour suitcases to multi-functional bags and travel accessories. Initially, the brand was exclusive to Strand stores in Australia and New Zealand, but within months, had swiftly created a standalone assortment that was gaining momentum in the travel sector as a recognisable contender.
In May 2023, Nere rolled out an e-commerce site in the UK and in November, it launched online in Australia and became available on The Iconic, alongside opening its first standalone store at Melbourne Central.
To capture the youthful and vibrant spirit of the brand, the design for the store was centred around the use of light and the materials that would help boost a sense of other-worldly dimensionality. Reflective surfaces, strong expanses of texture and illumination in many forms were carefully orchestrated to allow the repetition of product to feel like a feast for the eyes in an orderly, but delightful way.
Located on the ground floor of Melbourne’s most concentrated retail precinct and acting as a buzzy thoroughfare to the city’s busiest train station, the engagement of the store before, during and after trade were also important to consider. Custom colour scenes were scheduled into the central LED lighting, enabling it to change depending on the day of the week, so that even after hours, there was a dynamic shift in the store experience.
The simple, yet bold proportions of the customised furniture from Queensland-based company, Fearon, complement the aesthetic of the products and adds an irreverent flair to the space.
“When Nere launched we saw the opportunity to reimagine the fashion travel category. It’s the perfect hybrid of taking all the colour trends from the global runways and blending it with everything we know about how to travel. We’ve created a brand that will inspire travel near and far through the seamless combination of fashion and function, at an accessible price point.” - Felicity McGahan, Strand Group CEO
Photography by: Maras Creative