EDNA STORE TAUPō

For the new EDNA store in Taupō, we designed an immersive space that embodies the brand’s core values of individuality, creativity, and sustainability. The design concept revolves around the theme of “Thread,” symbolizing the connection between fashion, community, culture, and the brand's name—Environmental DNA. This narrative of connectivity ties everything together, creating a space where customers can engage with the brand on a deeper, more meaningful level.

The idea of "Thread" runs through every element of the design, from the layout to custom details that bring the story to life. The space evokes the intertwined relationship between fashion, environment, and self-expression.

The store's aesthetic balances boldness with warmth. A carefully selected colour palette sets the tone: soft, uplifting hues form the backdrop, while vibrant accents create energy and excitement. Overhead, a statement ceiling in a rich, raw green-yellow hue contrasts with soft peachy fabric that flows throughout, representing the idea of threads woven across the space.

Custom elements like rope pulley displays, sculpted stands, and a flexible neon LED strip weaving through the space bring the “Thread” concept to life, emphasizing the brand's creative and bold spirit. The feature counter, made from Cleanstone—recycled plastic material—is softly backlit, standing out as a symbol of sustainability with a quiet, glowing presence.

Sustainability is a key focus of the design. The use of materials like Save Board, crafted from recycled juice cartons, reflects EDNA’s commitment to environmental responsibility. The fixed wall displays and racks, finished in bright, contrasting colours, further enhance the dynamic energy of the store and invite customers to express themselves in an environment that feels as creative and diverse as the brand.