This store demanded "edge" and edge is what it received! Located in a gentrified part of Brisbane's inner west, the store opened in late 2001 and was being remodelled in late 2004 to include a McCafé as well as to incorporate a modernist interior design that included dropped ceilings and new upholstery treatments.
The brief was to ensure that the graphic solution was contemporary and reflected the gritty nature of the local area – traditionally industrial – and at the same time demonstrated the urban "attitude" of those living in the vicinity of the store.
New approaches to photographic treatments were used here with great effect. The outcome was, like many of the local youth, "in your face" and proud of it!
