Forever New has opened its largest store to date at the shopping and lifestyle precinct Melbourne Central. Presented on two levels, the store is 450sqm of retail selling space and is located on the ground floor at the entrance to Lonsdale St. The new store features a revolving double tiered dais in the front window, a sweeping grand staircase, crystal chandeliers and mirrored surfaces throughout. The ground floor features a walk in wardrobe which is updated with new product each day enabling pas
assers by on Lonsdale St to catch a glimpse of what is in store. Life-size campaign images feature on oversized light boxes and window banners.
The lower level also includes a designated area for capsule collections and currently showcases the ‘Resort Range’ which includes swimwear, a new addition to Forever New’s offering. Special collections will be included in this area on an ongoing basis.
The sweeping staircase takes shoppers to the second level which is completely open plan and includes an illuminated catwalk that showcases the collections. Giant plasma TV screens are mounted throughout the level and showcase the current campaign imagery.
A dedicated shoe area with bespoke seating is on offer for customers to try on the range of footwear styles. The expansive change rooms also let the customer relax in the surrounds and try on the garments; it also includes a dedicated VIP changing area for group styling sessions or parties for friends to be styled by Forever New’s staff.
The store fitout has been made with the customer in mind with a cash register set up on each level for ease of shopping.
The Melbourne Central store is Forever New’s 65th Australian store. The chain has 35 others in South Africa, Turkey, China, India and more recently New Zealand and Singapore.
