Hype DC is a shoe store with a difference. Their motto is ‘we
search the globe, for all the latest models, all the newest styles,
so you can have them first’. Specialising in trendy, youth-orientated
footwear such as Adidas, Converse, Vans, and Timberland, Hype DC
has a strong market image.
Hype DC recently secured
one of Sydney’s prime retail positions on the corner of Market
St and Pitt St Mall as its sixth Sydney outlet, and BBR Design were
commissioned to design a funky shop design that reflects the Hype
Interior designer Trish
Civiero from BBR Design initially wanted to introduce logo projection
to the store and when Show Technology’s Architectural Products
Manager Jonathan Ciddor demonstrated what the Martin MiniMAC Maestro
could deliver, she was very keen to use the product.
“Initially I didn’t
know what was available in the way of image projection technology
and someone recommended Show Technology to me, “ Trish said.
“Jonathan was very helpful and when he gave me a demonstration
of the MiniMAC Maestro I was absolutely blown away by it! It’s
a fantastic product with really good resolution on the graphics
- which particularly impressed me. The fact that it can deliver
a changing light show throughout the day is just a fantastic option.
The pricing of the MiniMAC Maestro was also very good.
“It helped that
the client was funky, fun and full of original ideas. They were
ready to embrace this technology and that really helps.”
When store owners Peter
Pitt and Danny Gilbert saw the capabilities and potential of the
MiniMAC Maestro together with Martin’s colour changing Alien
ranges it became a really exciting project.
One of the more unusual
aspects to this project is the extremely tight time frame in which
it was designed and installed. It was imperative to have the store
open in time for the busy Christmas trade.
“From the initial
product demonstration to the store actually opening was only three
weeks!” said Jonathan Ciddor. “It certainly was not
your classic design and construct project. Just after taking possession
of the site Peter Pitt stood in the middle of the store, as it dried
out from a fire sprinkler head fiasco during the demolitions, and
asked ‘if money was no object, what would you do?’ and
that’s basically what we did.
shell shocked that the project successfully eventuated in its conceived
form, but then it is the right store, the right company, the right
products, and the whole approach was ideal.”
The main feature to the
store’s architecture is a sweeping, curved white wall situated
above the cashier’s desk. The wall is a clever device by BBR
Design to mask the bane of every footwear establishment, the boxed
shoe stock, which in this instance is located on the mezzanine level
above. It has created a great canvas for colour washing and image
projection. Providing the colour changing on this wall are ten Martin
Alien 05 recessed colour changers whilst two Martin Alien 02 wide
angle (70°) fixtures wash colour over the ceiling. Another pair
of narrow angle (18°) Alien 02 fixtures colour the entrance
column with two Alien 05 fixtures illuminating the store threshold.
Image projection is by Martin MiniMAC Maestro.
Adjacent to the store
entrance on Market St are three very large display windows: each
of which has three Alien 05 as well as a Clay Paky VIP DIA for the
projection of slides and gobos. The VIP DIA’s are fitted with
a wide angle 45mm lens and divertor mirror to create the maximum
image size possible
are income generating for Hype DC as they are sublet to suppliers
for specific displays. So for the initial outlay of the VIP projectors,
Hype will soon recoup their investment and then earn money on the
purchase - at the same time as promoting their product range!