R.M. Williams
St. Georges Terrace Store Opening
The Tasmanian coast meets Perth storefront.
Dashing Group
With expertise in strategy & design, we reimagine brands and design breakthrough experiences to help businesses make meaningful connections with people, wherever they are.
Play Video about R.M. Williams St. Georges Terrace Store Opening
Continuing our strong partnership with R.M. Williams, we supported the opening of their stunning St Georges Terrace store in Perth. The brand challenged us to bring their campaign shoot on the coast of Tasmania into their new space.
We wanted to capture the rocky coast covered in dense, lush green vegetation, plus the greens and deep cool greys that make up the tapestry of this scenery. The mesh elements inspired by the campaign imagery loosely reference the crisscrossing visual language of fishing nets.
We partnered with the Colour Blind Florist to adapt our creative concept and build a surreal balance sculpture that played with the idea of weight-defying gravity. Ben Avery, the artist behind the masterpiece, started with sketches, moving on to carving techniques on modelling foam to create a realistic rock texture. Each rock takes about four coats to create depth and detail. The moss is then applied and secured with a hammer and nail for safe interstate transport. To achieve the netting finish, they hand-stitched sections together and allowed for negative space in the void.
Our team worked on the project from art direction to installation, celebrating the Australian craft of R.M. Williams. We also produced and supplied the shoe lasts on one of the walls, bringing elegance and charisma to the new store.
*Mannequins not supplied by Dashing.
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