"Planning the optimum location for each retailer also helps them perform better and encourages them to offer even more to our customers – so it’s a win-win."
“Luxury Escapes was something a little different, but Chadstone is a first-to-market location and we found a great space close to our luxury and premium designer precincts expecting that customer to appreciate what Luxury Escapes was going to deliver.”
A test phase
After finding the perfect location and sized space on the lower ground level - Pellegrino and the team the team had an issue – only part of the area was available.
But, with each challenge comes an opportunity and the Vicinity Leasing team recommended Luxury Escapes create a temporary pop up store in the available space until the full-sized space became available.
“We recommended Luxury Escapes open in the available space and use it as an opportunity to introduce themselves and test the market. A small, pop-up type physical retail space would allow them to trial different concepts, make mistakes and learn from them before they opened the full-sized store,” said Pellegrino.
The test phase went well, better than expected. Not only did luxury Escapes capture the interest of the Chadstone, they also gained valuable understanding of what type of products customers were looking for and how to sell them to people in-person.
From concept to reality
With the location agreed, the project – coordinated by Pellegrino - moved into its design phase which is where Luxury Escapes really made a statement.
The first clue to suggest to customer that Luxury Escapes wanted to change the game with its first full-scale physical retail store is the façade.