Dulux Studio D Colour Inspirations Pop-Up

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A sustainable and inspirational solution for an iconic brand on the forefront of home décor

The brief: to create and build a Studio D pop up within an existing Armadale Inspirations store to support the company’s push to trial digital colour selection tools.

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 become one of the most recognised and respected leaders in paint technology and innovation. Dulux sits at the forefront of home décor, design and colour, holding a heavy influence on the colour trends of the season.

E2 was engaged by Dulux to design a studio D pop-up within an existing Armadale Inspirations store to support the companies push to trial digital colour selection tools. This shift was initially implemented to create an easier method of colour selection and to reduce reliance on traditional colour chips which create hundreds of tonnes of paper disposed in municipal waste every year. With sustainability at the core of this project; e2’s design intent was to reduce customer’s reliance on costly and wasteful printed colour paint samples and brochures.The ultimate objective was to create and build a sustainable environment that made the selection of colour by digital methods inspiring, visual and stress-free for the customer.

The challenge was reimagining the colour selection journey to seamlessly integrate into the customer’s digital lifestyle. The design had to incorporate a level of guidance and information that maintained customer confidence and satisfaction; this meant a bridge between the digital and retail environment had to be articulated.

Melbourne Design Awards Gold Winner: Pop-Ups, Display, Exhibit & Set Design

Melbourne Design Awards

Skills: Experience, Retail
Client: Dulux