CUE

Founded in 1968 and with more than 50 stores, CUE is synonymous with Australian fashion. To herald its brand repositioning strategy, CUE briefed GEYER to reimagine its Melbourne in-store experience and breathe new life into its fashion legacy.

The design needed to provide an immersive CUE brand experience, considering external factors such as the position of the premises and the original architectural form, while internally showcasing garments — the fabric, cut and detailing that each piece deserves — and providing both visitors and staff with the more functional requirements of a retail space. From an aesthetic perspective, green tones were identified as a specific as part of the brief, with softer, curved forms to be integrated where possible.

Client
CUE
Location
Melbourne
Area

120m²