Hurricane Jeans has been a Wellington owned and operated icon for over 25 years. The previous store space was functional but tired. It stood the test of time, but our client was after a fresh new location and fit out to offer customers a new and improved experience. We were enlisted to manage this experience as Hurricane Jeans shifted to Willis Street, a move supported by an updated brand as Hurricane Jeans transitioned to Hurricane Denim.

With Willis street being a very different site to the existing space, particular care needed to be taken to keep the heritage, independence, and relevance, all the while ensuring Hurricane Denim didn’t become too ‘commercial’. With this in mind and a comprehensive list of initial ‘thinking’s’ for the design of the space, our talented team got to work.

The colour palette for this space consists of white washed walls and joinery, emphasising a contemporary and refined aesthetic that is timeless and compelling all the while allowing product to be fully showcased. Timber finishes are incorporated into selected joinery items and fitting rooms, introducing a sense of comfort and warmth that offsets from the coolness of the polished concrete floor and white walls in the retail space. Neon lights frame the entrance, casting a subtle blue hue across the glass façade and ceiling, complementing and alluding to the predominantly blue tones of denim within.

New joinery fixtures that were modular, refined and practical were incorporated into the design of the fit-out, stretch along the boundaries of the store. With this display system, the vast collection of denim jeans is allowed to be the true hero in the space, showcased in a curated yet functional manner. The customisable nature of the joinery grants the ability to easily change both look and layout for seasonal promotions and visual display.

This new space is sure to help lament Hurricane Denim in Wellington history.