Project Overview
Client: Factory X
Location: Chadstone Shopping Centre, VIC
Year: 2016
2M Creative was engaged to deliver the retail interior design for Dangerfield at Chadstone Shopping Centre, creating a bold and immersive retail environment that reflects the brand’s distinctive personality and alternative fashion identity.
The design embraces a dark, industrial aesthetic, combining raw materials, robust detailing and layered textures to create a space that feels authentic, edgy and unapologetically individual. Rather than adopting a conventional retail approach, the interior was designed to mirror the character of the Dangerfield brand, providing a unique backdrop that resonates with its fashion-forward customer base.
Dark finishes, exposed elements and industrial-inspired detailing contribute to a moody and atmospheric environment, while carefully integrated lighting creates contrast and highlights key product displays throughout the store. The material palette introduces a sense of depth and character, reinforcing the urban feel of the space and creating a memorable customer experience.
A considered merchandising strategy ensures that the strong architectural language enhances rather than competes with the product offering. Flexible display systems and carefully planned circulation paths encourage exploration, allowing customers to engage with the brand while discovering new collections throughout the store.
The completed design successfully captures the essence of Dangerfield, delivering a retail environment that is both functional and highly expressive. The result is a distinctive shopping experience that strengthens brand identity and creates a compelling destination within Chadstone Shopping Centre.
- Retail Interior Design
- 3D Conceptual Design
- Joinery & Fixture Design
- Design Documentation
- Signage
