With RED’s store design and a new Oroton range released each season, together with the new face of the brand, Australian actress Emma Booth, Oroton is now considering even more ambitious expansion plans.
RED worked closely with Oroton’s Sally MacDonald, Managing Director and Ana-Maria Escobar, Creative Director, to develop a new retail format that accurately reflects the prestige of this iconic leather goods brand. The new concept stores include Westfield Doncaster, Collins Street in Melbourne and Brisbane Airport, increasing the number of new and refurbished stores to eleven.
Shop-in-shop installations for leather goods have also been placed in twenty seven David Jones department stores which completes the new retail design. Oroton is a principal brand of the Oroton Group which also owns the Polo Ralph Lauren retail franchise in Australia.
The business commenced trading as Boyd Lane & Co in Sydney in 1938 and specialised in importing luxurious and high quality fabrics from Europe. The Oroton brand was created in 1950, blending “oro” the Italian word for gold, with the word “ton” which suggests abundance.
RED’s brief was to create a concept where the Oroton store interior would reflect the core principles of the product itself: quality, classicism and longevity of style. One unique element inspired by the Oroton product range is the feature wall which consists of molded 3-dimensional tiles symbolising the ‘O’ jacquard design that was made famous as the lining of each Oroton bag.
The stylish new stores include quality finishes, new store lighting to enhance the product on sale, flexibility of the visual signature throughout the store and the creation of an element of surprise for customers.
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