_GUCCI, COLLINS STREET

Collie provided planning services for the men’s and women’s Gucci outlets in Collins Street, Melbourne. The existing Gucci store on the corner of Collins Street and Russell Street was being fitted out to become the new Gucci women’s store with a new men’s Gucci store occupying a separate retail tenancy in the same building, to the west of the women’s store. The stores are located in the Collins East Precinct which is known as the ‘Paris’ end of Collins Street with a prominence of luxury retail brands.

Collie worked with F2 Architecture to submit a planning permit application to the City of Melbourne for works to the façade and the display of advertising signs for both stores.

The heritage significance of the building was the main consideration for the proposal with the site affected by two schedules to the Heritage Overlay. The advertising signs needed to be sympathetic to the heritage qualities of the building while providing appropriate business identification and maintaining a consistent branding image for Gucci.

Collie liaised with the Council throughout the assessment of the application and minor changes to the proposal were required to address concerns raised by the assessing officer.