After studying holistic nutrition at the Gerson Institute in San Diego and then relocating to downtown Manhattan, Natalie Warner, founder of Prahran’s Greene St. Juice Co., envisioned bringing New York City’s organic, locally made and sourced cold-pressed juice bar scene to Melbourne with their raw, superfood-enhanced organic elixir bar.
The juice-master called upon award-winning architect Travis Walton to design Greene St.’s Melbourne digs. Armed with Natalie’s vision of bringing New York’s cold-pressed juice culture to Melbourne, Walton drew inspiration from Soho’s urban juice scene to bring Greene St. Juice Co. to life.
To capture a sense of New York City and the locality, TWA responded to the brief with a detailed industrial aesthetic and free-flowing design elements to reinforce the ‘human’ aspect of the brand. Soft, white metal structures can be seen throughout the space, and is an interpretation of New York’s bridges and fire escapes. According to Walton, the brief was to capture a sense of New York City without being too overt.
“The challenge with a small corner site with extensive glazing on two sides meant that the entire store was on show." Walton’s design response was to conceal the back-of-house functions from view and breakdown the traditional sales counter design to individual ‘pod-like’ timber & stone units. The end result is a more fluid exploration of the space allowing for a more a consultative type customer experience”
Angled walnut timber battens are featured along the back wall to create a sense of movement and draw the eyes downwards. The signature Greene St. glass bottles can be found seamlessly integrated with perfect height recessed shelving cutouts in the joinery, and there is even a custom recessed ice well that sits neatly at the entry to service the regular ‘grab-n-go’ customers.
Custom black fridges allow the intense colors of the juice to glow vibrantly against the darkness, and recessed uplighting for the glass bottles would light up each product in the current range, presenting a unique retail merchandising concept.
“One of the brand philosophies that Natalie has is ‘shine on’ so it’s quite appropriate to have her products literally shining. Whether or not that was conscious or not, we thought it really resonated with the ethos.” Walton explained.
TWA created an absolutely striking Greene St Juice organic elixir bar that embodies a pocket-full of dreams from New York City, intimate design details and a free-flowing space designed to produce a personal and seamless retail experience.