Heidi Klum Intimates - David Jones Sydney

Heidi Klum Intimates - David Jones Sydney

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Pop up and Temporary Stores division

Designer:Pennant & Triumph




Bendon Lingerie approached us regarding a new design concept for their latest exciting new partnership with Heidi Klum. The design needed to reflect some of the key attributes of Heidi (down to earth, everyday fresh and yet with a touch of glamour) and be relevant for department store/concession shoppers as the new look would immediately roll out Australia and a site in NYC.


The budget was $875,000 and with such a large initial roll out the costs were able to be spread across the 35 locations – on average the typical concession pad to be designed was 25m2 so were working on approx $1,000 per m2

In keeping Heidi in mind we choose natural lime-washed blond timber with accents of metallic gold – a small touch of shine/glamour in an otherwise very natural look.
A neutral colour palette and textural layers such as sisal rugs & linen ottomans provide softness to the design.


All fixtures were be-spoke and designed for the space. The hanging stands have a metallic gold border that not only adds a touch of shine and glamour but also helps to visually frame product groups.
To break up and balance the amount of hanging stock on offer tables with storage drawers below were added to the design package


Even the poses and style of all important lingerie mannequins were considered as part of the design package - natural poses were paramount given Heidi’s ‘down to earth’ personality.
All mannequins were elevated slightly onto contemporary hexagonal plinths to assist with visibility and to add angled design interest.


Beside the usual requirements of function the essence of the design was to reflect the woman behind the brand and as Heidi herself said upon seeing the design at her HKI launch in David Jones Sydney – ‘I’m so excited’

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