Personal shopping —
updated and upsized
Expansion strategy, retail concept and brand identity for Macleay Manning
Homewares store Macleay on Manning is a classic shopping destination in Sydney. Owners Jill and Rod Ordish travel the world to find unusual items that you wont’t find elsewhere. Their personal approach is key to the success and is what keeps customers coming back year after year.
Challenge A decade after its installation they’re planning a move to a larger space. The new store concept is part of an updated business strategy which sets a direction for the next ten years. Macleay Manning needs to begin to cater for a new generation of shoppers. They’re design conscious and digitally savvy. How do you stay relevant when you rely so heavily on personal connection if you may never meet your customers face-to-face?
Solution
As the online store will help to reach a wider market, the physical store will become a showroom for lifestyle trends, and focus even more on experience. A new display system adds a whimsical touch that matches and enhances the eclectic product range.
As the online store will help to reach a wider market, the physical store will become a showroom for lifestyle trends, and focus even more on experience. A new display system adds a whimsical touch that matches and enhances the eclectic product range.
Technology for a more human experience
The proposed customer journey takes into account that customers will come in from a range of channels. The new ecosystem will give existing and new customers the opportunity to deepen their connection with Macleay Manning. In-store signs help to tell stories and are linked with the blog where customers can get behind the scenes and follow the owners on their travels.
A constantly evolving celebration
Macleay Manning have always recognised and championed Australian design and art. It’s further manifested as they’ll now develop seasonal patterns together with local artists. It keeps the identity naturally evolving, and it reinforces their image as a brand constantly with one foot in the world, and one in the local neighbourhood.
Macleay Manning have always recognised and championed Australian design and art. It’s further manifested as they’ll now develop seasonal patterns together with local artists. It keeps the identity naturally evolving, and it reinforces their image as a brand constantly with one foot in the world, and one in the local neighbourhood.
Project credits
Year 2013
Brand identity – Niklas Alvarsson
Concept development, spatial design and visualisations – Niklas Alvarsson, Luke Hughes, Samuel Griffiths
