Up There store by Kennedy Nolan
As part of a major refresh of the Up There menswear brand, Kennedy Nolan was asked to design a new flagship store on Flinders Lane in Melbourne. The brand refresh provided inspiration for a vibrant palette, including Up There's signature green applied as a grassy, carpeted foundation that defies the gloomy subterranean site at the base of the Herald and Weekly Times building. The brief called for the deeplyset plan to be theatrical and abstract. The emphasized threshold prepares the customer to enter a new world of identitymaking through fashion. Retail displays are organized in themes and designed to accommodate events. Customers are given ample places to hang out and mull over purchases, plus an in-house cafe. Elements were devised in close collaboration with the design-literate client: from the shimmering surfaces of flat and galvanized steel, to the elevated fitting rooms with their secret salon, to the roughcast texture
