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 in what marks a significant step in the reinvigoration of 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 not only reflect the heritage of the uniquely Australian brand, but also 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 stony aggregate 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 employed in both horizontal and vertical formats (quantities 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, plus the ability to paint and finish panels to specification.

Following installation, panels were painted white to add a clean and distinctive ambience, while retaining the raw formwork concrete characteristics. Painted white panels provided a contrasting background colour to the bold black JAG logo, and complemented the timber and concrete floors, denim furnishing, hide leather pendants and aged steel framed furniture.

Currently half a dozen new JAG stores have opened in major Australian state cities, including Perth, Canberra, Adelaide and Sydney. Muros International delivered panel orders on time directly to store or Shopfitters premises, as requested by the Project Manager.