New Zealand designers Gascoigne Associates have complete this outfitters in Auckland for airline staff at Air New Zealand.
Called Clothes Hangar, the facility allows staff to choose their uniform and get advice on grooming, makeup and presentation.
Blue tubular steel rails wind their way through the space an into the fitting rooms, while a blue dotted line snakes across the floor.
Graffiti-like graphics are taken from the uniform designs and polaroids of staff in their uniforms form a backdrop to the counter.
See also: Cocoro restaurant by Gascoigne Associates
Photographs are by Katrina Rees unless otherwise stated.
Here are some more details from Gascoigne Associates:
Air New Zealand’s ‘Clothes Hangar’
Air New Zealand’s ‘Clothes Hangar” brief was to create a space that embodied Trelise Cooper’s new uniform design direction and the Air New Zealand brand. The solution the designers came up with is a nod to a swept up eclectic kiwi Bach, providing staff a ‘shopping’ experience like none other.
Gascoigne Associates designers Clark Pritchard and Theresa Ricacho consulted with Saatchi Design Worldwide to ensure the tie in with ‘the common thread’ sub-brand idea and on the design of the wall decals, wallpaper and ‘pictures’.
The ‘Clothes Hangar’ is located amongst factories and industrial warehouses, not the usual place where you would expect to discover a full service head to toe styling and grooming experience. However, a unique experience is exactly what Air New Zealand staff encounter once they pass through the blocked out front entrance and enter into a bright, clean and white space. On arrival staff are greeted by the ‘Clothes Hangar’ stylists. They can watch the welcome video on the LCD screen and view mannequins dressed in the new uniform, giving them an opportunity to see how the different uniform pieces can work together as a total wardrobe solution, as well as touch and feel the final fabrications.
Above image is by Rebecca Swan
The ‘Clothes Hangar’ walls are entirely finished in random patterned ‘V’ grooved panelling. Floors are a washed oak laminate and together they provide the perfect backdrop to the ‘blue’ tube racking, which ‘taxis’ its way around the ‘shop’ and into the fitting rooms and which reflects the ‘common thread’ concept throughout the space.
Kartell furniture and accessories are positioned on shelves around the walls alongside ‘framed’ ‘graffiti’ prints extracted directly from the back of the men’s waistcoat design. The ‘check-out’ area is highlighted with a bright pink counter with ‘graffiti’ designs printed on textured wallpaper. Outside the ‘check-out’ space is a large ornate framed window covered in Polaroid images of staff in their new uniforms.
The ‘Styling Room’ with on-site beauty consultants offers staff the opportunity to select new shoes and beauty consultants can demonstrate preferred make-up applications and hair do’s to fully accent the new uniform. On leaving staff are asked to write a comment about their experience on brightly coloured post-it notes, which are stuck to the entry lobby walls.
The response from Air New Zealand staff, management and uniform designer Trelise Cooper, has been tremendous, all have been ‘blown away’ by the whole experience.
Project name: Air New Zealand ‘Clothes Hangar’
Location: Auckland, New Zealand
Opening date: May 2011
Client: Air New Zealand
Design Team:
Clark Pritchard – Design Director Gascoigne Associates
Theresa Ricacho – Designer Gascoigne Associates
Design Firm:
Gascoigne Associates Ltd who consulted with Saatchi Design Worldwide to ensure tie in with ‘the common thread’ sub-brand idea and on the design of the wall decals, wallpaper and ‘pictures’.
Project Design Team:
Imogen Ovens – design manager/marketing – Air New Zealand
Kay Marshall – new uniform project manager – Air New Zealand
Clark Pritchard – Design Director Gascoigne Associates
Theresa Ricacho – Designer Gascoigne Associates
Fitout Contractor: Format Ltd, Auckland New Zealand (www.format.org.nz)
Suppliers:
Audio/Visual: Kenderdine Electrical Ltd
Fixtures: Format Limited
Flooring: Kaindl Flooring
Furniture: Kartell from Backhouse Interiors
Lighting: MN8 Lighting
Brand application and signage: Sign of the Times
See also:
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