Fireflies was a new retail concept shop planned for Adelaide CBD food and retail arcade City Cross. It was to be a unique shopping destination with all aspects of the design, fitout and merchandising inspired by the characteristics and habitat of the tropical firefly. This identity would be the basis of the branding and the underpinning philosophy of the design, and the platform for the proposed franchising of the concept elsewhere in Adelaide and interstate.
With a target market of young women the retail identity of Fireflies would be one-off designs and specific lines of jewellery, giftware, homewares and body-care lines, and high production value lifestyle books and magazines with a focus on cooking, fashion, design, and photography. The ‘gallery’ feel of the 106-square-metre outlet would be enhanced by original artwork being displayed with the product lines.
Tectvs worked with a graphic designer and retail specialist to ensure the brand was expressed consistently through the design and fitout, choice of materials, finishes and colours, and the graphics, signage and stationery. It created a warm, contemporary look in the soft mood evoked by the glow of a firefly at dusk. Materials and colours were subdued to provide a backdrop for the merchandise; key products were displayed and lit individually to stand out like fireflies in the night.
Early positive feedback to the managers from customers and window-shoppers confirmed that Tectvs had successfully interpreted the design brief and helped brand a new retail identity.