Australian-born premium sports luxe activewear brand STAX approached Peter Zafis and the Total Fitouts Surry Hills team to create their inaugural retail store on King St in Sydney’s CBD. The online retail giant, popular with the influencer and fashion-focused millennial audience, required the complete “design and construct” retail fitout service. The challenge was two-fold. Firstly, to recreate this digital powerhouse brand into an actual shop front. Secondly, the time frame was tight, with only a 3-week window available, to coincide in with the first-ever, hype creating, limited release, ‘date drop’ at a physical store. The challenges didn’t stop there; The Total Fitouts design team were located in Queensland at the time and the WA-based clients were overseas in Paris.
Peter said “The STAX vision was presented to us, remotely, via a logo, mood boards and concept. Our talented design team interpreted the vision, using high-end finishes, bespoke polished concrete counters and flooring, custom mannequins, hand-crafted venetian plaster, led mood lighting and well-positioned mirrors. The grand opening was only a few weeks away and the pressure to deliver this high-end, lux brand was intense. Plus the social media world was watching our every move.”
The result – Total Fitouts Surry Hills not only breathed energy into the digital brand by delivering an interactive shop front, but they created a flagship, experience store, in time, to budget, with quality and millennial style. The queues outside the door cemented the success.