Tech brand launched with some intensity

16 April 2018

For Dulux, Johnny Zheng’s decision to take his online business, Mac Addict – a retailer of premium technology accessories – and turn it into a bricks and mortar store was the kick starter to an exciting design process.

It started with a full-scale rebrand from Swear Word; followed by a creative concept from the design team at Larritt-Evans. Just three months later, the project culminated in an interior retail fit out and new shop frontage – with core elements realised by Dulux.

“As Mac Addict’s audience is largely focused on technology’s early adopters, the store itself had to be fashion forward,” explained Claire Evans, Creative Director at Larritt-Evans. “It not only had to complement the brand’s personality, but also its physical location in Melbourne’s iconic QV laneway – something we successfully achieved by using carefully considered materials.”

The result was an ambitious colour choice in Intensity^® Storm Satin – a bold electric blue in Duratec^®, a super durable hardwearing powder coating from Dulux. Used to treat the entire shop front, it delivers a deliberate and distinct grab for attention that enables the store to stand out within the surrounding retail landscape.

Duratec^® Intensity^® Storm Satin was also key to the store’s interior design to provide a solid backdrop that would simplify the visual noise of the Mac Addict range, which comprises many small products of varying shapes and sizes.

“Bold in colour and design, the store’s aesthetic is underpinned by quality materials, with Dulux Duratec^® Powder Coating specified to create a look that would successfully introduce customers to the Mac Addict brand,” said Steve Barnard, Marketing Manager for Dulux Powder and Industrial Coatings.

“The super durable hard wearing finish of Duratec^® and the bold colour choice enabled the design team to carry this look through – from the outside in – to create cohesion and begin building consumers’ brand awareness of Mac Addict in one of Melbourne’s key shopping districts.”

To view the Mac Addict store in our gallery click here

For more information on the Dulux Duratec Intensity Powder Coating range click here

or call our advice line on 13 24 99

Photo Credit: Eve Wilson/Larritt-Evans