Retail concept store Cocktail is all grown up. Its newly designed store in Hong Kong’s Causeway Bay reflects the brand’s metamorphosis.
January 15th, 2016
A new year sees new branding and a new approach to fashion for homegrown retail concept Cocktail. Founded in 2002 by Sidefame Ltd, Cocktail Select Shop has been synonymous with bold style and vibrant design from around the world. Now, however, the brand is changing, adapting its brand image from fun-loving and cheery to elegant and chic – and its store interiors are following suit.
In December Cocktail moved from Leighton Centre to Lee Garden One around the corner in Causeway Bay, and it was the perfect opportunity to express the brand’s new approach through its interiors. Japanese design firm Ito Masaru Design Project designed the store, which measures 1,097 square feet, and which was first decorated all in white, with ribbed lines of wood adding interest along one wall and across the ceiling. Display squares in cement and marble showcase bags and accessories throughout the store, while metal frames powder-coated in black serve as hanging racks, adding to the linear, understated feel of the space.
It’s a look that’s very much in line with branding changes. The logo has been refreshed, and the brand’s key colour has morphed from bright, neon pink to a sophisticated, neutral dusty pink. The changes to both branding and store space are in line with Cocktail’s refined direction: it’s moving to become increasingly fashionable as its image matures from girly to grown-up. Will the new look attract a new breed of customer? That remains to be seen.
Cocktail is located at Shop 203, Lee Garden One, Causeway Bay.
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