Edgars Fourways Mall

The brief was to translate the brand as a modern day retailer, relevant and memorable to South African consumers. The design approach for the new store design was developed around three key pillars:

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A Public Square. Purposeful planning of a central social space to anchor all the departments. Activating the in-between-space with key services and food partnerships.

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Foodtainment. Pairing a coffee offering with retail to pull customers into the heart of the store, encouraging replenishment and social activity.

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‘Plug and Play’ Infrastructure. A ‘comprehensive and economic ’ kit- of parts, that enables an adaptive store to create newness in store with minimal resources & effort.

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Ultimately concept was rooted in the idea of placemaking which results in a sense of welcome, belonging, driving culture and brand loyalty.