How does a young brand attract a new market of health conscious men to a retail boutique in Melbourne? What is an environment which embraces men who live an active and healthy lifestyle?


We created a unique branded environment for Melbourne’s discerning health conscious men’s fashion market whilst on a strict budget and timeframe.

The approach

We began the project with a feasibility study and briefing session with the team at The Practical Man. This brought clarity and insight to the retail design strategy. Out of this briefing session we established the target market, project budget, and spatial objectives.


We drew inspiration from the logo, which we interpreted as suggesting movement through directional changes and a system of parts.

This was narrowed down to two spatial elements: folded panels juxtaposed with industrial tubing.