Cloud Blvd.

Ethereal, Whimsical, Feminine was the brief.  Cloud Blvd seeks to elevate lingerie and the space had to support that goal.

Commercial lingerie, popularised by Victoria’s Secret and others, traditionally marketed women’s clothing to men.  As such, retail design for lingerie has trended to the bold, eye-catching “male-fantasy” of intimate apparel.  This was the opposite of the light, femininity that Cloud Blvd’s brand represents.

To bring the client’s philosophy to life, our concept was to “elevate”.  The shop front draws the viewer from the ground-up—with deeper colours on the floor gradually rising to subtler shades for the plinths and transparent “clouds” framing the lingerie.

The shop also has to contend with competing interests—situated on a busy street; we wanted to create an intimate sanctuary.  To achieve this sense of calmness, we wanted to create a transition—from hard to soft—by using textures.  The earthy ground evokes terracotta brick; the tiered platforms are a blank canvas for the clothes; and frosted glass invite shoppers’ curiosity.  As shoppers come in from the busy street, with its blue stone pavers, they transition through the layers.

The result is to transport the shopper, elevate their frame of mind, to prepare them for the feminine experience that Cloud Blvd offers.

Builder: QT Construction