Blending perfectly with the tree-lined streets of Double Bay in Sydney's eastern suburbs, the Marc Cain store on Bay Street provides a sharp example of elegance.
Engaging shop window displays backed by sheer curtains offer a 'sneak peak' into the store, which inside is a mix of metallic tinted walls, sleek interiors and colour-coded collections hanging on stainless steel rails.
In an effort to accentuate the customer-centric approach of the company, the customer seating area, with its tactile brushed metallic ottomans, shag-pile carpet and custom made light sculptures, is the focus of the store architecture, with dark wood floors and pure white shelving finishing the look.
Simply put, the boutique – which stocks the two main Marc Cain collections: leisure sportswear and evening wear for women, along with a small range of signature print scarves, belts, bags and shoes – nails minimalistic design.
However, it's no surprise given the Marc Cain interior design team designed the store in Bodelshausen, Germany, reveals Marc Cain national marketing manager Carys Elliot.
“From design inception to finished fit-out, the store was a little under four months in the making. However, actual construction in Sydney was fairly rapid due to components being designed and custom-made in Germany before being shipped and installed in Sydney.,” she explains.
“The store location was also chosen to take advantage of the European village atmosphere. We really wanted the location to (metaphorically) transport our customers to the streets of Europe so they could enjoy an international shopping experience without leaving Sydney. The tree-lined promenade also hosts many world class European designer labels, coffee houses, restaurants and bars, so we felt it was fitting that the first Marc Cain store be launched in such a cosmopolitan environment.”
Wholesale executive Meg Ashpole adds that, the boutique, which launched in April, has also purposely remained neutral in its interior design to cater for the label's varied target market and customer base.
“We already have loyal Marc Cain customers who are repeats visiting the store and making multiple purchases due to the comprehensive offering in store. Working professionals love the product and we also have seen a number of mother/daughter shopping companions demonstrating that the product crosses over generations,” she says.
Yet, while the brand remains in tune with the bigger picture in terms of store marketing, Elliot says attention to detail is the real key to connecting the customer to the store and the brand.
“The unyielding emphasis on exclusivity and quality of design, and focus on exceptional execution at all levels of the business is rare even in the global market. This is the Marc Cain philosophy. From its headquarter facilities [in Germany], to production of collections and retail store design the Marc Cain brand ethos filters right down to the tiny localised details in store. In fact, the store even provided a Marc Cain branded dog bowl for customers’ pampered pooches.”
