The Iconic RM Williams Stores Get a Stylish Makeover with Krause Emperor Facing Tiles
Iconic Australian bootmaker RM Williams recently unveiled a new in-store experience for their retail spaces. At the heart of this new look are hand-crafted Krause Emperor facing tiles in Ghost, which combine with other thoughtfully selected materials to provide a rugged yet sophisticated in-store backdrop.
The new stores were designed to convey the brand's rich heritage of quality and craftsmanship and to this end, Krause Bricks were a perfect fit for the project. RM Williams was established in the 1930s (only a few years earlier than us at Krause Bricks!) and have since emerged as the leader in high quality footwear and apparel designed to service the needs of regional Australia. It is a sentiment and history which echoes our own, and we were honoured to be able to play a pivotal role in shaping the aesthetic of their new retail spaces.
Designed by ACRD Design and built by Diverse Project Group, the flagship St Georges Terrace location was the first in a new series of stores to open. Shortly following over the coming year will be new-look stores in Perth, Adelaide, Rockhampton and Sydney. Though each space has been designed with a distinct, location-specific personality, signature design cues from the WA flagship will be present throughout.
The centrepiece of the new store design is a central, curved boot wall, which takes inspiration from perhaps their most recognisable product, the leather workman boot. This design choice, as explained by Chris Willingham (CMO), offers a unique opportunity to reimagine the history of the brand in a new and immersive way. “It’s an invitation into our world,” says Willingham, “one that we hope will inspire both new customers and seasoned collectors.”
Informed by earthy textures and a natural colour palette, the new design allows the product on display to become the focal point, gently encouraging the customer to interact with the latest creations from the famous bootmaker. This was an important consideration for the space, as the decorative bricks needed to be neutral enough that they wouldn’t take the attention away from the merchandise, while still visually emphasising the position of the RM Williams as the leader in everyday luxury.
The handmade texture and longline shape of the Emperor bricks strike this balance perfectly; a visually intriguing decorative brick with an off-white Ghost colourway that adheres to the subtle design palette. Cleverly positioned ambient lighting near the bricks highlights the handmade nature of the brick, casting light over the dimples and rivets in the surface that differentiate Krause Bricks from mass-produced products. Together, these details speak to a new era of customer experience, delivering an elevated experience while also keeping true to the brand's origins.
The St Georges Terrace store is just the beginning in a new era of customer experience for RM Williams, with further stores set to receive these quiet luxury upgrades in the coming year. This new chapter cleverly commemorates all that they have come from, while also looking ahead to the future.
We are proud to have played a small part in such an iconic Australian brand’s history, with our Ghost decorative bricks standing tall as a durable and stylish backdrop, showcasing the beauty of handmade materials and a shared Australian heritage.
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