David Jones - Designer Menswear

The inspiration for the Designer Menswear concept was based on an imaginary ideal customer of designer menswear products. I developed the character from in depth studies of customer insights of the store location, neighbouring communities, the local environment, census data, and David Jones brand. I used the character to influence the shape, textures and hues of the fixtures and aspired to create a space where the character would gravitate and feel connected to.