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New store concept

JAG was born in 1972 on Chapel Street in Melbourne. Founded by Adele Palmer, her unique vision took denim innovation to the world, labelling JAG as the original Australian denim brand. Following the jeans boom of the '70s, JAG quickly secured a star studded following including style icons Steve McQueen, Jackie Onassis, Bianca & Mick Jagger. JAG soon became synonymous with designer denim around the world. More than 40 years later, JAG is known for creating modern fashion denim with great fit, and a casual urban range designed to be worn back with denim for work, after work and on the weekend.

The Jag store concept was a one off store to experiment with the design and work out the concept to roll out forward into the concession market. So the design was then to be re-engineered into a concept that would be used in a smaller format concession network throughout David Jones. 

The space was a corner site with expansive glass, so created a beautiful open space. The corrugated materials used throughout the store as a design feature created beautiful texture and colour as a statement. Premium marble and oak finishes made for a luxe finish for the store.

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