billabong south-east asia & the middle east

The iconic Australian brand, Billabong, is already one of the largest surf and lifestyle brands on earth, but they’re taking one giant leap toward total world domination with the rollout of more than 10 stores throughout South-East Asia and the Middle East, including Indonesia, Singapore, Oman, Dubai, Thailand and Saudi Arabia. After being commissioned to rebrand other Billabong stores throughout Australia, aplin creative is proud to be leading the stores’ creative direction in these new markets too.

Renowned for their surf, swim and street wear and accessories, along with a traditionally casual tone and ideology, Billabong wanted to create a simple yet strong and sophisticated retail design in their new stores in order to appeal to a broader customer base.

First impressions count, therefor aplin creative chose to keep Billabong’s recognisable black timber entrance. However, we have created a more sophisticated look by using beautiful oak lining boards with black staining, extending it back into the store and complementing it with slate flooring. Sophistication was on the agenda for the storefront branding too, with black nickel metal lettering and strong back lighting. The black on black effect creates a confident, clean and bold statement. Digital media and a basic, but well-merchandised window display completes this simple yet striking store entranceway.

Billabong was built around surfing and the outdoors, so when customers step inside the Billabong store they’re immediately met with a powerful ceiling that harks back to the brand’s inherent ideology. aplin creative randomly placed reclaimed surfboards into a ceiling cavity and painted them matte white which creates an amazing depth of texture and reminds customers of the brand’s origins. The boards wrap down the back wall behind the front counter, and an oversized Billabong logo creates a impressive focal point within the store.

When it comes to interior finishes, the brief was to allow the bright merchandise and lifestyle graphics to tell Billabong’s story rather than relying on the shop itself. Most walls are finished in white paint or simple textures like brick, so the interior space feels light and fresh. The flooring is a rich but simple oak that complements the shop front and other timber fixtures inside.

To create a sophisticated retail experience, the fitting room area is textured with white brick and is complemented with full-height steel and glass doors. An open outdoor feel that supports Billabong’s ideology is achieved by beautiful textured sisal carpets and coastal Pandanus plants scattered amongst the fitting room area.

Billabong’s fixtures maintain this simple and clean brief too. Textures and limited finishes in both men’s and women’s departments create a clean backdrop for Billabong’s bold apparel. Full-height alcoves help customers effortlessly find what they’re looking for, and ensure all products on display are clean and identifiable.