Out and About Dalziel and Pow Shasa


Cancun, Mexico


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Fun and Feminine


Away from the cold winter days here in the UK, Dalziel and Pow have been working with Shasa in Cancun, Mexico.


Dalziel and Pow have been working with fashion brand Shasa since 2010, when the company wanted to grow their presence in the southern states of North America. Opening a Houston flagship anchored the brand’s expansion, and the team has this year been involved in putting together a new project to develop the brand. The chosen location in Cancun, Mexico,


provided a great space, but came with its own design challenges. The exterior of the store is a traditional streetscape, where larger operators take a few units and use finishes, signage and graphics to make these flow as one single space. The design for Shasa involved an innovative use of the large space at the front of the building so that although there is a relatively small ground floor entrance to the store, the scale of the space is successfully conveyed. The typical Shasa customer is female and


fashion­forward, so the store design had to convey the brand as being on top of changing trends. The store has a light and fresh feel to it, which is achieved through the use of a dynamic monochrome palette. The focus was very much on making the store trendier, and bold communication helps to establish the brand as confident and full of attitude.


56 The store is spread over two floors,


with the ground floor designed to encourage impulse buys and partywear, whilst the larger first floor features a shoe department, fitting rooms and a lounge area that lets customers have a little relax in the middle of their shopping. This was Shasa’s first ever two­floor store, so it was a new task to design how the customer would navigate through the store. It was decided that key destinations and departments within the space would be used to make products more accessible. The use of high quality finishes and a


light approach to furniture gives the space a refined appearance. The store is filled with unique signage and graphic elements to add personality to the brand. A conversational tone of voice helps the store to feel less formal and more fun, with large­scale photography used to help create the mood of the store. The result is a fresh and fun space that portrays the brand perfectly.


Contact


Dalziel and Pow T: +44 (0) 20 7837 7117 www.dalziel­pow.com


www.a1retailmagazine.com


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