Scarpa’s new store design fits customer mix
Scarpa’s new store design fits customer mix
Premium footwear retailer Scarpa has
opened a new store on Queen Street in Auckland’s luxury
brand precinct. We talk to Kiwi owner John Upton and
property strategy and design company RCG about the idea
behind the new look store.
In Italian Scarpa means ‘shoe’ and just like Italian culture this retailer represents quality, attention to detail and style. So it would seem fitting that after 12 years in Chancery Square, Scarpa moves its CBD offering to Queens Arcade, to join brands like Gucci and Dior at Auckland’s lower Queen Street.
The ambition for the new store was straight forward says owner John Upton “We knew we wanted the store to feel like a luxury oasis, a space that could make our customers instantly feel good when they walk in the door.”
Scarpa’s market differs between their three stores, and the design targets the local culture “Each store has a subtly different personality, positioning and product mix to suit the local market. At Queen Street the store personality is influenced by Auckland’s CBD culture.”
John approached RCG, the company behind the award winning design of the Ziera, Farro and AMI stores, to create Scarpa’s new environment.
Situated at the entrance to Queens Arcade, the new store required the designers to take two adjoining tenancies and make them one.
John Lenihan, RCG director and retail strategist, said once the remedial work was complete then RCG set out to create a retail space that Scarpa’s customers would be drawn too.
“The design would need to complement the areas high end luxury brands, and enhance the Scarpa brand and product in a way that attracts their target market.”
He said the design draws from mid-Century European design, which fits with the styles in play at Queens Arcade.
“Elements such as custom brass detailing, pearl grey lacquer, a hand tufted wool rug and warm lighting - these modernist features create a feeling of understated luxury and comfort.”
Rhomboid and diamond patterns are repeated throughout the store to create a visual rhythm. Scarpa’s brand colour - a vivid lipstick pink - highlights the counter and central area.
John Lenihan says a key feature is the unique optical display in the store front, “As people move around the front of the store the shelving changes dramatically from being simple and open, to form a complex diamond pattern. It captures the attention of customers.”
Since the store has opened, owner John Upton says they’ve experienced positive results, particularly with staff performance and customer experience.
“The customer feedback we receive is really positive. They love that the store feels bright and colourful, and yet intimate.”
The outcome is a retail environment that fulfils Scarpa’s brand promise, is engaging and feminine, and with an understated sense of luxury.
You can follow Scarpa on Facebook and Instagram.
ENDS