What started as a series of pop-up shops has now become a permanent fixture on the Melbourne vintage furniture scene. Self-titled initially needed to create strong cut-through for the pop-up shops in what is a competitive and cluttered lifestyle marketplace. The studio later created the visual identity, website and webstore and continues to consult on design, art direction and marketing communications.
The original advertising campaigns promoting the pop-up shops drew on European modernist influences, strong graphic statements that indicated the product and the bold style in which it would be displayed. The positioning “vintage meets contemporary” informs all aspects of the business; name, product selection and style of merchandising. The visual identity is expressed through a collision of modern and classic typefaces rendered in an intense signature blue.
What was initially a toe in the water, proved to be a successful retail experiment which has now led to an outstanding ongoing business. Performance has increased year on year with a current focus on further developing the online customer experience.