CNewStyle

A global taste-maker future design has acquired an laurels in New Zealand.

Representing freedom, rebellion and rock ‘n’ roll, Ed Hardy’s Nuffield St store in Auckland, New Zealand, has clearly dressed to impress, taking out the Supreme Red Award for retail design.

Judges called the 99sqm store “very funky, with an immensely strong brand integration concept.”

Features of the shop include abeyant black high gloss lacquer, a aslant ceiling with a mounted dagger mirror theme and hand painted tattoo Fashion art on the walls and floor. Totally this beside a storefront of blazing blood-red and blood-red LED toed kicks.

To understand the store’s blazing fit-out, one must also know the origin of the Ed Hardy brand. Don Ed Hardy is considered a master of modern tattoo art, with designer Christian Audigier licensing his designs in 2004 to produce the high-end Ed Hardy clothing line.

According to New Zealand Retail, the judges were impressed with the overall effect of the store, especially the change rooms, which feature bold tattoo art graphics on the back walls.

The annual Red Awards, sponsored by New Zealand Retail, aim to recognise and promote retail design and the contribution of designers and shopfitters to the retail industry. The 2009 awards attracted 56 entries, including 10 international projects. All projects entered were the work of local designers and shopfitters.

Judges also noted the strong statement made by the storefront, describing it as a “traditional bright and busy approach usually seen in tattoo salon entrances”, in addition to the great use of imagery, texture and lighting.
The store was designed by Adrian Nancekivell Design, and shopfitted by Shears & Mac4, and is the first NZ store for the brand. There are currently 10 Ed Hardy outlets trading across NSW, Queensland and Victoria in Australia, with an 11th to open at Southland, Melbourne, this August. 

The awardings, at one time called the Retail Design Awards, were adjudicated by Gabrielle Bevin Smith, head of Westfield NZ’s retail design section, designer Angela ropemaker and Trudy Cliff, managing editor of New Zealand Retail.