TWOOBS Byron Bay Store

The TWOOBS store seeks to overcome the challenge of waste generated through bricks-and-mortar stores. Having previously existed only as a digital store since its inception, a large consideration for TWOOBS in bringing its first physical store to life was ensuring that it wouldn’t have a substantial environmental footprint in doing so. It was important to balance this with conveying the brand’s playful identity through the store aesthetic, ensuring that the space was not only sustainably minded but also super inviting, to facilitate its secondary role as a hub for conversations about sustainability and the planet.

TWOOBS responded to the design challenge by considering every material used in the store, using as many post-consumer recycled components as possible. TWOOBS commissioned Avant Mater Design Studio to work on the project, selected due to their background working in sustainable design. A roadblock faced was not having a clear blueprint of what a sustainable store could look like, so through the project TWOOBS sought to set a new industry standard, showing others it is possible to have a beautiful store without creating excess waste.

Through its use of recycled materials, the TWOOBS store diverted over 891kg of plastic waste from landfill. Additionally, the store encourages conscious conversation about the environment through its design, such as the customisation station and recycling drop-off point. Its unique and eye-catching design has also been an incredible opportunity to introduce new people to the brand. 81% of shoppers who have purchased in-store have been first-time customers of the brand. The store design has also attracted media attention from publications including Inside Retail, Smart Company and Broadsheet, further amplifying the brand.

A high level of attention to detail was paid to the store’s aesthetic design, in order to ensure it accurately reflected the brand’s identity. The TWOOBS store’s visual design explores the use of the OO from TWOOBS as a reference to the circular economy symbol, with curved shapes throughout such as the convex mirrors and rounded edges of the seating and POS. A mellow shade of yellow was selected through colour theory as the store’s hero colour, chosen to evoke a feeling of joy. Additionally, the symbolic yellow depicts sunshine which is perfectly apt for the store’s Byron Bay location, and its happy aesthetic reflects the brand’s approach to inspiring people into taking climate action through positivity. Additionally, TWOOBS is an inclusive brand that celebrates all people, which is why meeting the principles of inclusive design was highly important. The store is wheelchair accessible and dog friendly.