Our brief was to better present their great value product such that collections were more intelligible and the perceived quality higher without reducing SKU’s. Our solution took its inspiration from supermarkets and now on floor stock density is actually higher. How’d we do it? Well we simply created more walls without merchandising the real ones, hid changing and stock rooms behind a mirror on one wall, and projected film floor to ceiling on another. The immense success of our design has led to an ongoing Australian and New Zealand rollout of our retail format. Photography by Sharrin Rees.