Following the success of their first bottle shop in Fitzroy, Wine Republic again worked with Red Design Group to launch their second outlet in the inner city Melbourne suburb of Northcote.

Moving from a single store to a multiple set up had us focus on the potential generic elements for brand equity as well as once off design elements to individualise each outlet. We wanted to make the most of each site’s unique architectural features and local demographics.

A new and unique artwork was commissioned, the original shopfront was maintained, an internal brick wall was re-used as a finish in the new cool room and the existing concrete floor, with loads of personality through years of wear and tear and numerous layers of paint, was given a new life. To minimise waste, only 2 internal finishes were used for the fixtures, down from 3 in Fitzroy, plywood making up 95%.

The tasting table and sales counter are combined to create a feature in the front window and to give the impression of a bar, with the shelving behind highlighting an extensive range of spirits, adding to the illusion. From behind the bar and exploding out onto the street facade and awning, local north side artists, N_artcissistic + Colourhop, created an intricate installation, complete with pirates from the south side plundering gold and the best boutique wine in town.

Oversized sculptural category signage accentuates the ceiling height leading to the back of the store and the new cool room, which was felt to be essential due to the higher expected beer sales in Northcote.

Entwined through all of these elements is an informative signage and ticketing strategy that assists customers locate, select, and purchase product.