Sheike

The brief was a new look and concept upgrade for Sheike stores, beginning with their boutique at Chadstone Shopping Centre in Melbourne. We planned the staged rollout across both new and existing stores — in partial and complete phases.

This meant introducing a new range of fixtures that would offer greater flexibility, and finding opportunities to improve store flow and operational efficiency. To identify the key issues, we visited four existing stores to observe how customers shopped, then interviewed them about their experience.

Sheike’s branding is vibrant, bold, empowering and joyful — perfectly reflecting its high-quality products. But that promise was undermined by an in-store experience that felt visually outdated and failed to communicate the brand’s energetic message.

To understand exactly where it fell short, we visited four existing stores and drew on three methods:

Across the four stores we visited, the same picture emerged: dated black-rail fixtures, cooler lighting and a plain fitout that read as “office wear” — a long way from the bold, joyful brand.

Mapping the journey from discovery through to post-purchase surfaced exactly where the experience broke down — a confusing store layout, a disconnect between the website and the physical space, and an unwelcoming change-room area.

General user sentiment, the observations and the interviews consolidated into three clear problem areas.

A complete redesign and rollout that enhances the in-store experience, aligns with the brand, and creates a space where customers feel confident, happy and connected to the brand in a meaningful way.

Rough sketches were created to explore early layouts, forms and fixtures — from the terracotta-and-white-base palette and screen backdrops to the change-room zones and modular display frames.

The sketches were developed into renders and construction drawings to flesh out the details — resolving the fixtures, finishes and dimensions ready for manufacture.

The redesign came to life at Chadstone — a warm, welcoming space with elevated lighting, modular fixtures, a considered jewellery display and change rooms that finally match the quality of the products. Click any photo to open the gallery and browse through.

Once the refreshed concept opened at Chadstone, the redesign delivered measurable improvements across both the customer experience and day-to-day operations.

The response from shoppers and staff confirmed the space was landing — a store that felt calm even at its busiest, encouraged return visits, and gave the team the flexibility they’d been missing.