Seed, Emporium | Mim Design

The client’s brief to captivate the heritage of Seed and its presence as an Australian icon of style and substance withstanding the test of time were influential in the application of form, function and palette. Engaging a monochromatic foundation with injections of bright colour applied to the children and teen areas required an emphasis on the quality of detail and finishes used. Natural stone tiles to the shopfront, black powdercoated seed pod, natural stone service counter, three graduating French oak timber flooring tones and a ceiling featuring timber lining board introduces the merchandise and works to draw the shopper’s eye to the product displays.

The scale, silhouette and placement of this monochromatic retail store have been carefully considered to achieve a visually intriguing layout. Charm comes from unexpected elements discovered throughout the store; from the custom designed Silvercross baby pram hangers, suspended plant pods, milk carton trolleys and looped leather pulls, each providing an element of playful quirkiness.

We made strategic provisions for people to flow into the store from Emporium and navigate smoothly around it. The central seed pod creates a strong focal point, directs foot traffic and engages customers to deliver a unique shopping experience that not only connects children and their parents through good design but also aims to ensure customers feel at home and take the time to journey through Seed Heritage.