Premium footwear retailer Scarpa has opened a new store on Queen St in Auckland’s luxury brand precinct.
According to its Kiwi owner John Upton and property strategy and design company RCG, in Italian Scarpa means shoe, and just like Italian culture, this retailer represents quality, attention to detail and style. “So it would seem fitting that after 12 years in Chancery Square, Scarpa moves its CBD offering to Queens Arcade to join brands like Gucci and Dior at Auckland’s lower Queen Street,” says Upton.
“The ambition for the new store was straightforward. We knew we wanted the store to feel like a luxury oasis, a space that could make our customers instantly feel good when they walk in the door.”
Scarpa’s market differs between its three stores, and the design targets the local culture. “Each store has a subtly different personality, positioning and product mix to suit the local market. At Queen Street the store personality is influenced by Auckland’s CBD culture,” explains Upton.
Upton approached RCG, the company behind the design of the Ziera, Farro and AMI stores, to create Scarpa’s new environment.
Situated at the entrance to Queens Arcade, the new store required the designers to take two adjoining tenancies and make them one. John Lenihan, RCG director and retail strategist, said once the remedial work was complete then RCG set out to create a retail space that Scarpa’s customers would be drawn to.
“The design needs to complement the areas high end luxury brands, and enhance the Scarpa brand and product in a way that attracts its target market,” says Lenihan.
“Modernist features such as custom brass detailing, pearl grey lacquer, a hand tufted wool rug and warm lighting create a feeling of understated luxury and comfort.”
He adds that the design draws from mid-century European design, which fits with the styles in play at Queens Arcade.
Rhomboid and diamond patterns are repeated throughout the store to create a visual rhythm. Scarpa’s brand colour, a vivid lipstick pink, highlights the counter and central area.
Lenihan points out that a key feature is the unique optical display in the store front. “As people move around the front of the store the shelving changes dramatically from being simple and open to form a complex diamond pattern. It captures the attention of customers.”
According to Upton, the customer feedback has been positive.
