When RDS & I were approached to design the new UNIONDNM store, it fundamentally was about creating something more than just a retail outlet. It needed to convey the quality of product and reinforce its ‘engineered for life’ tagline.

Geometric lines inspired by the Bauhaus movement set the benchmark for how we introduced architectural elements into the interior, while contrasting black and white colour dynamics contributed to the overall visual statement.

Industrial materials such as concrete & steel together with monolithic forms became the guiding directives for the main compositional canvas. Fixtures and equipment were required to be completely mobile and adaptable so the space could shift and be reconfigured as needs evolved.

We deliberately pushed the shopfront expectation by wrapping it in a massive digital screen and designing an entrance that fostered both curiosity and a sense of privacy for the customer. The result was a store that read as an iconic, distinct proposition, clearly differentiated from any conventional denim retail offer.