Northcross has created a fashion-conscious interiors concept in Glasgow for start-up jewellery retailer Red, which could be the model for a new UK-wide chain.
Red has been developed by Martin Groundland & Co, a company that also owns jewellery store brands Symingtons and Carsons.
‘The discount Symingtons brand targets a different market,’ says Northcross creative director Ewan McCarthy. ‘But there are an awful lot of traditional jewellers out there. The creative treatment of Red takes it in the way that fashion clothing has gone.’
Rather than having a standard style of presentation throughout, Northcross has introduced ‘different zones of stimulation’ within the shop to vary the way the products, including Dolce & Gabbana, Gucci and Hugo Boss, are displayed.
The shop is also distinguished by its ‘asymmetrical entrance’, McCarthy adds, which leads customers through a stainless steel arch past an angled window display and a back-illuminated graphic image.
The window displays products set against a backdrop of ‘metal reeds’ and a back-illuminated column on a ‘bed of glass chips’.
Inside the store, there is a red leather wall and a two-level ceiling split by a curved motif. ‘Clever, hidden lighting’ apparently diffuses a ‘red glow’ between the two ceilings, says McCarthy, while the ‘waveform’ shape is reflected in a tile on the floor.
Northcross won the work without a pitch on the strength of its revamp of Scottish jeweller Carrick.