Shoe Store Sculpture
Sculptural Centre piece for
Shoes of Prey concept store
David Jones, Sydney.
WINNER STORE DESIGN OF THE YEAR, 2013
World Retail Awards held in Paris.
As the only Australian finalist in the Store Design of the Year >1200 square metre category, Shoes of Prey went up against a Puma flagship store in Osaka and a Karl Lagerfeld concept store in Paris.
WINNER SYDNEY DESIGN AWARDS, 2013
Interior Design – Retail
COMMENDATION DULUX COLOUR AWARDS, 2014
Commercial Interior category.
On-line retailer Shoes of Prey has partnered with David Jones to open a concession in the Sydney City Store. The innovative retail space is brought to life by a stunning two meter high sculpture by Sydney based Design Studio, Stukel Stone.
The brief A Moment of Euphoria! inspired Stukel Stone to imagine a cluster of exotic blooms made from shoes. With cues for the colour and form taken from carnivorous plants, sixty custom high-heels were designed using the Shoes of Prey online software. Johannes Seger of MTech Solutions masterfully assembled the flowers and custom shaped the polished stainless steel stems.
The sculpture forms the dramatic centre piece for the stylish retail space designed by Allister Jennings of Jenningsandco. It is a truly immersive environment with the store design elements, lighting, sound and scent all working seamlessly together to create a rich customer experience
Andrew Fraser, Creative Partner at The General Store, who led the strategy and creative direction for the retail space:
“We hand-picked an eclectic team, including, a composer, a store designer, a theatre set designer and an architect to collaborate in the creation of this unique retail experience and the result is pretty spectacular.”
Shoes of Prey Co-founder, Jodie Fox is delighted with the space:
“Until now, our customers have been able to design their perfect shoe online. Now they can come into the store and experience our brand in a whole new way. Our amazing shoe sculpture captures the creative spirit and the euphoric feeling a woman gets when she creates the perfect shoe.”
In 2015 the concept has been rolled-out across Nordstrom department stores in the US including; Seattle, Los Angeles, New Jersey, Chicago, Washington DC and San Francisco.
Requests for high resolution images and further information can be made to Stukel Stone at firstname.lastname@example.org
DANIEL BEASLY & TOBHIYAH FELLER
Client: SHOES OF PREY
Creative Direction & Retail Strategy: THE GENERAL STORE
Sculpture Fabrication: MTECH SOLUTIONS
Store Design: JENNINGSANDCO.
Photography: DANIEL BEASLY & SIMON LEONG: top to bottom, image 2 & 4
Shoes of Prey, women’s shoes section, Level 4 David Jones’ Sydney City Store,
Installed January 2013
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