ResidentialCommercial

Super Gurl

ION Orchard
500 sqft
Pilot store design

Supergurl has established a strong online presence and now they’re stepping into the realm of brick and mortar with their first flagship store. The brand’s identity revolves around empowerment and self-assurance for women through fashion. Their unique focus lies in crafting clothing that suits Asian sizes, streamlining the effort required to enhance one’s appearance.

Given the significance of their inaugural physical store, Supergurl aims to create a distinctive and authentic ambiance that resonates with their brand. They’ve conceived the concept of the “pink boudoir” – an inviting space where girls can feel entirely at ease, much like they do in their own closets, fostering candid conversations with their closest friends.

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A central challenge in the store’s layout is presented by a central beam. However, the solution comes in the form of a captivating window display, executed in a monochromatic palette. This strategic disruption in customer flow is counterbalanced by textured elements in the display, such as balloons and unicorns, injecting visual intrigue.

Guiding customers’ attention is achieved through the implementation of directional cove lights, subtly leading their gaze into the heart of the store.

While a store-wide fuchsia pink approach might overwhelm, Supergurl’s design strategy deftly sidesteps this by utilizing a cream base, accented by Benjamin Moore’s “Timid White” and punctuated by the brand’s signature fuchsia pink. Varied textures, including suede, metals, fur, and terrazzo, lend depth and diversity to the pink accents.

The discovery that customers are enamored with capturing Outfit of the Day (OOTD) photos in the fitting rooms has led to an innovative approach. The dimensions of the fitting rooms have been optimized to allow patrons to revel in the experience of recording themselves.

While a store-wide fuchsia pink approach might overwhelm, Supergurl’s design strategy deftly sidesteps this by utilizing a cream base, accented by Benjamin Moore’s “Timid White” and punctuated by the brand’s signature fuchsia pink. Varied textures, including suede, metals, fur, and terrazzo, lend depth and diversity to the pink accents.

The discovery that customers are enamored with capturing Outfit of the Day (OOTD) photos in the fitting rooms has led to an innovative approach. The dimensions of the fitting rooms have been optimized to allow patrons to revel in the experience of recording themselves.