From its origins on Chapel Street in Melbourne, iconic Australian clothing brand, JAG, has become synonymous with ‘designer denim’ worldwide. Muros was very pleased to contribute to the success of the new JAG store design with concrete formwork panels in what marks a significant step in reinvigorating the JAG brand.
Edge Design Studio was engaged by JAG to develop an innovative new retail store and offer for its loyal customer-base. Conceptually, the design of the stores needed to reflect the heritage of the uniquely Australian brand. In addition it set out to achieve a fresh look and feel with a contemporary urban edge. This led to a design that layered opposing materials: the old and new, modern but traditional, unrefined yet polished.
Fitting the brief perfectly, Muros Roughcast Concrete was selected for its concrete formwork and industrial feel. As well as walls, the primary installation areas were multi-sided columns and beams running throughout the store.
Muros Roughcast Concrete wall panels were installed in both horizontal and vertical formats. Panel quantities were pre-calculated to produce the most economic panel usage – an important part of every Muros project. Successful installation by local Australian shopfitters demonstrated the ease and versatility of working with Muros Wall Panels, as well as the ability to paint and finish panels to specification.
White concrete was specified therefore following installation panels were painted white. The result was a clean and distinctive ambience, while retaining the concrete formwork characteristics. Painted white concrete panels also provided a contrasting background colour to the bold black JAG logo. It complemented the timber and concrete floors, denim furnishing, hide leather pendants and aged steel framed furniture.
The first new design JAG stores opened in major Australian state cities including Perth, Canberra, Adelaide and Sydney. Muros International delivered wall panel orders on time directly to store or Shopfitters premises, as requested by the Project Manager.
Orders for JAG consisted of concrete formwork wall panels and required installation materials. Muros supported the installation process by supplying printed and video installation guides, reference images and talking directly to the installers.