Fun and Frugality Behind Perth Popup
Reclaimed materials used in unexpected ways is the theme behind a Perth popup as part of the activation of the city’s new Brookfield Place precinct, explains Ravi Jensen
Perth’s iconic heritage building, Newspaper House, has been revamped as part of the Brookfield Place development by Brookfield Multiplex in the city’s CBD.
WA fashion retailers Aurelio Costarella and Morrison have moved into the spaces in temporary stores designed to help activate the new precinct.
Creatives Anna Flanders and Matthew Lucas were engaged to create the concept behind two of the four retail spaces in Newspaper House.
The fit-out has been designed to look transient and placed within the space, so you can see where the visual merchandising begins and the structure of the building ends.
Nothing has been attached to the internal spaces, instead props have been installed to hold artwork and the two stores’ three-metre by six-metre banners.
“The look and feel of the space was to follow the theme of reuse, recycle, upcycle. We wanted our concept to have a nod to frugality and a ‘here today, gone tomorrow’ bent with a responsible attitude,” says Anna.
“Newspapers are a strong theme in the design, which is an echo of the past usage of the building. People still talk about the bar in the basement where they would meet journalists in the 60s,” says Matthew.
Several tonne of newspapers were donated by The West Australian for the project and were used as shelving, which could evolve for different display purposes. Some are piled up around columns with inbuilt OSB for shelving and plastic wrap to hold them in place.
Bold pink and yellow has been used as a contrast to the black and white of the newspapers. This colour combination has been used in a cheeky explosion of colour on custom newspaper chandeliers and the pavilion-like change rooms.
Living peppercorn trees have been brought in as a reminder of the journey of paper. Plus, they add height, an unexpected element, texture and aroma.
“We really wanted to reflect that transient nature to create a sense of urgency in people getting to the store and interacting with it. We referenced the Dover St Market in London and the pop-ups in Soho when I lived in New York,” adds Matthew.
Alongside fashion in the store are artworks, rugs and furniture from Lauder and Howard Antiques and Fine Art, which is one of Australia’s leading antiques and art dealers, and Mobilia, which stocks leading international contemporary brands, such as Ziru, Kettal, Punt, RS Barcelona and more.
Anna Flanders and Matthew Lucas 0410 551 048
Lauder and Howard Antiques and Fine Art www.lauderandhoward.com.au
Aurelio Costarella www.aureliocostarella.com