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e2 Wins Gold at 2015 Melbourne Design awards

R.M Williams R.M. Williams R.M. Williams Dulux R.M Williams R.M. Williams Dulux R.M Williams R.M. Williams R.M Williams R.M Williams Dulux R.M Williams R.M Williams Dulux

e2 has been awarded first place for best interior design in retail and best pop up/ exhibition design at the 2015 Melbourne Design Awards

At e2, collaboration with our client is paramount. It is important that there is a mutual sense of achievement at the end of each project.

We are very proud to have worked with two such long-standing Australian icons to create new brand environments to ultimately enhance customer experiences.

The Studio D pop up for Dulux creates an environment for easy colour selection via digital methods. Its intent is to be inspirational, visual and less confusing and stressful to the customer. It is a conscious transition to a more sustainable platform that does not rely on traditional colour chips which are costly to produce and use significant amounts of paper.

The R.M Williams project entailed a complete retail environment overhaul. The result is a store that respects heritage and encapsulates the craftsmanship of its product. It invites a new customer to explore the brand but retains its authenticity so as not to alienate its core loyalists. The ethos ‘inspired by the past, relevant to the future’ was crucial and evident to the articulation of the design.

Thank you to the panel of judges and everyone who voted for us. And a special thanks to all teams involved in bringing these projects to life.

Melbourne Design Awards: R.M. Williams Revitalised Brand Environment

R.M Williams R.M. Williams R.M. Williams R.M Williams R.M Williams R.M Williams R.M Williams R.M Williams R.M Williams
Project Overview

Born in the Australian Outback R.M. Williams create purposefully designed,beautiful and sustainable products to wear on life’s adventures. Unashamedly built for the bush, R.M. Williams is the stuff of Australian legend.
e2 was invited to create a new retail environment to leverage the unique brand and its iconic product. The new retail design aims to forge a connection with a new customer both locally and internationally in a consistent, authentic way while respecting the rich heritage of the R.M. Williams Brand and its relationship with Australian outback.

Project Brief

The core objectives of the new brand environment were to enhance the perception of the R.M. Williams brand, entice new customers to the retail experience and to increase dwell time in store. An activated shopfront with high impact visual merchandising to attract and draw customers into the store was created. Expertly curated product displays encourage customers to stay longer and immerse themselves in the brand; ultimately creating a lasting emotional connection with the essence of R.M. Williams.
The goal was also to develop and evolve a more premium store experience that was scalable across different store formats. A flexible store design was key to the brief. Customer journey mapping was used to identify how customers moved throughout the store and engaged with the product. These results helped inform the design of product displays, fixtures and bespoke furniture scalable across premium shopping centres, pop up retail and urban inner city main street locations.

Project Innovation/Need

Renowned for its quality and craftsmanship in boot making, the old store design struggled to communicate this and neglected to put the boot centre stage. It was identified early on as one of main areas within the store needing innovation. The boot table was created not just as an area to display the boot but also as a place for customers to sit and be introduced to the boot buying experience, being expertly fitted whilst being inspired and educated on the timeless craftsmanship required to create each and every boot. This is the true heart of the store showcasing the cornerstone of the R.M Williams brand.

Design Challenge

Our core challenge was to attract and educate a new customer base about the brand without alienating the core customer that has been loyal to the brand through generations. A core message was evident and crucial to the design – inspired by the past, relevant to the future – this message would become the common ground between the old and new customer and needed to be articulated subtly throughout the store experience. Inspiration was drawn from iconic structures that we can all connect with. The humble Aussie sheering shed with its wooden trusses informed the store ceiling. Rusted coppery roofs, wire fencing and the red weathered earth of the Australian outback influenced the palette and materials used throughout the store. The leather from which the iconic boots are made is paid homage featured throughout the store in furniture and detailing.

Sustainability

e2 place great importance on sustainability.
We employ sustainable work practices within our office, focusing on energy efficiency reduction of resources and recycling. We establish relationships with suppliers with proven sustainability policies and procedures. Our approach to sustainability for the R.M. Williams design focused on three key areas.
Materials
• Prioritise recyclable materials –Materials including flooring with full product recycling, glass recycling, metals including recyclable steels and raw copper.
• Prioritise sustainably sourced materials – Natural timber materials were selected from FSC certified suppliers and complemented with laminates to reduce the amount of natural timber in less visible areas,
• Prioritise materials with manufacturer supported product buy back and recycling programs.
• Careful selection of finishes and detailing facilitate disassembly of materials for recycling and reuse.
Lighting
• Use of highly efficient low energy, long lifespan LED lighting to meet stringent site energy requirements.
• Cool temperature LED lighting reduces building heating load. Requirements reducing air-conditioning loads in hot summers.
• Prioritise products with manufacturer supported recycle options.
Equipment and Furniture
• Utilise energy efficient technologies for digital equipment
• Employ digital technologies to reduce printed signage material turnover
• Prioritise manufacturer supported recycle or buyback programs for furniture and equipment.

Vote for us!
Melbourne Design Awards

Melbourne Design Awards: Studio D – Pop up for DULUX

Dulux Dulux Dulux Dulux Dulux Dulux Dulux Dulux
Project Overview

Dulux is an iconic Australian brand that evokes a sense of trust and confidence in its products. From humble beginnings in Sydney, the brand has grown to be one of the most recognisable and respected leaders in paint technology and innovation. Dulux sits at the forefront of home décor, design and colour, influencing the colour trends of the season.
e2 was engaged by Dulux to design a Studio D pop up within existing Armadale Inspirations store to support the company’s push to trial digital colour section tools to assist make colour selection easier and reduce reliance on traditional colour chips, which create hundreds of tonnes of paper disposed in municipal waste every year.

Project Brief

The core objective was to create and build an environment that made the selection of colour by digital methods inspirational, visual and less confusing and stressful to the customer. The pop-up needed to assist and support customers make a decision in-store, with the ultimate outcome being faster progression along the paint colour shopping journey through to paint purchase. Studio D needed to instil a sense of trust in new digital colour technology, remind customers of the confidence they have in the Dulux brand and transfer this to the new experience of selecting colour from a mostly digital platform. Studio D will also be a test lab to help drive retail innovations that may result in better colour-selection-to-paint-purchase conversion tools for the broader Dulux reseller networks.

Project Innovation/Need

By focusing on two primary areas, Dulux aim to transform the colour selection customer journey. Firstly, the transition to a more sustainable platform, relying less on costly printed colour samples that consume significant amounts of paper and are regularly pulped when colour directions change. Secondly, integrating the colour selection journey seamlessly into customer’s digital lifestyle to provide integrated colour information and guidance that bridge the digital and retail environments.

Design Challenge

The design challenge was to transition Dulux customers from a traditional colour selection journey (printed colour samples) to a digital colour selection. It involved a major shift in customer’s understanding of how colour would work in their home. New technologies and tools were introduced to assist customers in narrowing down their colour selection to one or two options that they can test in their home using large colour samples or sample spots.
The challenge for Studio D was to build trust in digital colour via an integrated customer journey using a new digital process. Customers are now provided with the step-by-step tools to visualise their space and make the final colour choice simpler and with more confidence.

Sustainability

At the core of this project was assisting Dulux to reduce their reliance on costly and wasteful printed colour paint samples and brochures.
Additionally, e2 place great importance on sustainability throughout our projects. We employ sustainable work practices within our office, focusing on energy efficiency and reduction of resources and recycling. We establish relationships with suppliers with proven sustainability policies and procedures.
Materials
• Prioritise recyclable materials –Materials including flooring with full product recycling, glass recycling, metals including recyclable steels and raw copper.
• Prioritise sustainably sourced materials – Natural Timber materials were selected from FSC certified suppliers and complemented with laminates to reduce the amount of natural timber in less visible areas,
• Prioritise materials with manufacturer supported product buy back and recycling programs.
• Careful selection of finishes and detailing facilitate disassembly of materials for recycling and reuse.
Lighting
• Use of highly efficient low energy, long lifespan LED lighting to meet stringent site energy requirements.
• Cool temperature LED lighting reduces building heating load requirements reducing air-conditioning loads in hot Sydney summers
• Prioritise products with manufacturer supported recycle options.
Equipment and Furniture
• Utilise Energy efficient technologies for digital equipment
• Employ digital technologies to reduce printed signage material turnover
• Prioritise manufacturer supported recycle or buyback programs for furniture and equipment.

Vote for us!
Melbourne Design Awards

FEX Global (FGL) Identity and Website Design

FEX Global FEX Global FEX Global FEX Global FEX Global

A Clean Corporate Realisation of a Global Brand

The brief: to design a logo and subsequent website for FEX Global utilising the FEX Groups’ existing strategy and guidelines

FEX Global (FGL) is a subsidiary of the FEX Group. An emerging global futures exchange developed to serve the risk management and trading needs of global customers, with particular emphasis on participants based in the Asia‐Pacific region. FEX Global will provide and operate a broad range of energy, commodity and environmental futures and options products. FEX Global offers innovative product development, relevant technology and a superior level of service that focuses on creating real trading and risk management opportunities within the Asia‐Pacific region.

e2 were engaged in creating the conceptual development of a new corporate logo with a strong design aesthetic that could be carried through to its main online platform. Keeping within the existing design guidelines, the FEX Global website was intended to be an additional site to the FEX Group corporate domain. The new brand had to be consistent with the FEX Group; aligning with the current identity but at the same time standing on its own and appearing competitive within its category.

Aesthetic qualities such as simple, effective, clean and crisp were articulated and through intensive case studies and competitor analysis a design solution was imagined. e2 considered salient features of best practice website design; strong features included the use of exceptionally high quality photographs, environmental lifestyle images, light colour palette and hues and content supported images. A refined, restrained and corporate strategy was consistent throughout the design process.

Our new website is here

Our new website is here
We are thrilled to announce we have decided the time is right to reveal our new website.

We wanted an easy to navigate and simple way to display our work. In our portfolio of experiential design, retail design and branding you’ll see some old projects mixed in with the new, mixed in with the conceptual and the realised.

It was a highly shared process, with all studio members encouraged to contribute. Our website will remain a collective project, with everyone contributing at some stage to this very blog. Stay tuned for more news and adventures.

We love to chat, so take a look around and let us know what you think