TDC&Co was appointed by the Foschini Group to design a new concept store for the Foschini all woman brand.

The intent for this new concept was to create an all women dazzling, bold, strong, confident but subtle store environment. Finding a balance between bold & subtle.

Designing a store that makes women feel vibrant, independent, creative, successful, beautiful and unique.

We wanted to create a space where women can come and relax, be themselves and enjoy a full experience of retail therapy; fashion, beauty, nails, hair as well as online shopping.

The store needed to have a strong concept but the product still needed to be the hero. Hence, the concept ‘Blank Canvas’ was born. The brand required a store where the departments could move around and be flexible. Therefore a canvas was created for them to play with. TDC&Co created continuity of design by using tones of light grey on the floor, wall & ceiling. Creating one space that flows.

A simple yet beautiful fixture set was designed that could be used throughout all departments.  We used cost effective materials in interesting ways, such as raw MDF board and seat belt straps - adding a local twist to the store.  The store provides women a space in which to feel beautiful, at ease and able to enjoy themselves with the salon and beauty treatment rooms.