Crafting a New Brand Narrative: A Showcase of Mobelli Furniture and Living's Fourways Transformation
Introducing Mobelli Furniture and Living, where the art of indoor lounge and outdoor living spaces comes to life. As the brand architect at task, my mandate involved transforming Mobelli's new Fourways showroom into a captivating masterpiece amidst the bustling decor landscape of Gauteng.
In a decor environment saturated with options for the discerning middle to high-income clientele, Mobelli, a family business led by a passionate entrepreneur, sought a distinctive edge. Embracing the challenge, I set out to weave a narrative that not only enhanced their affordable luxury with a touch of European chic brand promise but also injected a much-needed heart into their traditional hard-sell approach.
The canvas for this transformation was vast - from store design and shopfitting to packaging and an overall brand tone refresh. The goal was to create a store design solution that demanded a consistent product signature, with a visual journey echoing design, luxury, and function seamlessly.
Navigating the competitive landscape, the talented Rob Hill orchestrated the store design. I introduced a new brand hierarchy to plan space for furniture, accessories, and smalls. This hierarchy not only sorted products based on their contribution to turnover but also strategically played their role in enticing customers through the doors.
The revamped flagship in Fourways now stands as a testament to the artful fusion of functionality and aesthetics, with elements ready to be seamlessly introduced in smaller stores across the group. Mobelli's new narrative is not just a retail experience; it's a journey that beckons customers to indulge in the allure of refined living, all while embracing the brand's distinctive design undertone.
