Hunting For George Launches Interactive Store

Power Retail By Power Retail | 18 Oct 2017

Cult homewares online retailer Hunting for George will unveil its first experience store this week at Highpoint Shopping Centre’s premium fashion section.

Co-founder of Hunting for George, Lucy Glade-Wright, says the new interactive store concept allows its loyal customer base and new followers to shop all its categories in the flesh and immerse themselves in the brand, which will complement the retailer’s well-designed e-commerce platform.

“We want our customers to really enjoy their experience with us and we’ve created a space that allows them to be inspired, chat to our consultants, have a cup of tea and just relax and enjoy the moment,” Glade-Wright explains.

“We have curated the products on display, however all online items are available to purchase in-store with home delivery included. This is an incredible moment for us and we’re so proud to bring Hunting for George to a wider audience.”

The Hunting for George experience store will host a collection of more than 50 brands and designers, including Hunting for George’s signature line of art prints, textiles and furniture as well as brands like Uashmama, Pop&Scott, Normann Copenhagen, Armadillo & Co, Milk & Sugar and Marimekko.

Over the coming months, creative workshops will be hosted at the space, including book signings, styling sessions & exclusive product launches to name a few. Customers can also enjoy T2 iced tea while they meander through the shop, thanks to a collaboration between the two brands.

The retailer’s bricks and mortar concept will be complete with homewares and gifts, exclusive brand showcases and a design studio for in-store styling advice, workshops and events.

Created alongside interior designers, Therefore Studio, the Hunting for George activation will be a unique customer experience. In a marriage of form and functionality, the space has been carefully designed to reflect the approachable personality of the online store, with flexible areas to hold creative workshops and a small design studio.

“We worked closely with the Hunting for George team to deliver a holistic concept that reflected the brand’s authentic, community-focused experience, and their passion to bring something fresh to the retail market. The space has been carefully curated to also tell a story that echoes the artists and designers that the brand represents,” says director of Therefore Studio, Alex Lake.

Colourful and textural drapes have been used to create a backdrop and inner layer that allows the styling team to create varying scenes within the one area. The counter, which is a focal point of the store, also serves as a design space, consultation zone and a bar.

Hunting For George Launches Interactive Store highpoint shopping centre e-commerce australia melbourne

Hunting for George co-founders Jo Harris (left) and Lucy Glade-Wright (right)

All materials selected were based on a re-usable pretence, including flat-pack shelving, which can be stored away, and soft, natural fabrics that can be utilised for future styling and events. This sustainable approach was a considered component of the design.

“We wanted to deliver a flexible, moveable space that will respond to the range of people and activities that will be involved over the coming months. The depth of quality that has been injected into the store is testament to Hunting for George’s commitment to their unique view on customer service,” Alex adds.

  • Hunt For George says its store activation will run over four months during Spring/Summer, officially launching to the public with a with a ‘Christmas Has Come Early’ event on Friday 20 October from 6pm, offering gift incentives to its first 100 shoppers.

About Hunting For George

Hunting for George is an online destination that sells aspirational designer homewares and gifts, founded in 2010 by sisters Jo Harris and Lucy Glade-Wright. 
With traditional retail in the industry falling behind on trends and customer experience, Lucy and Jo were compelled to bring personality to Australian homewares and attract a younger, design-savvy audience. 
The company has taken a number of prestigious awards recently, including coming fourth in Power Retail’s 2017 All Star Bash award for “ones to Watch.” The retailer was also the winner of Best Small Independent Online Retailer at the Online Retail Industry Awards this year.

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