The consultancy was approached to pitch for the project about a year ago, following previous work for department stores including Harrods and Harvey Nichols.
Gregor Jackson, managing director of GP Studio, says, ‘We’re completely rebranding the existing shopping mall and remodelling the centre. In terms of shopping malls it’s quite ‘boutique’ in scale – somewhere between a department store and a shopping mall – so we’re looking to create a new breed of lifestyle destination.’
Jackson says they have been briefed to create a more ‘luxurious’ feel, and ensure Avenue K has its own brand , alongside housing many European brand outlets.
GP Studios is responsible for all mall design, signage and the Avenue K identity and its applications.
Jackson adds, ‘We wanted to create a British/European and Malaysian fusion – it’s very much about luxury and real design integrity throughout the retail space. Avenue K then becomes the umbrella brand.’
The interiors will use a lot of texture, warm finishes, brass and timber; with ‘different ambiences’ for each of the seven floors.
Contract of the building works will go to tender shortly, according to Jackson, with a completion date for the project set for autumn 2012.