With an interior and exterior designed by London consultancy HMKM, the shop’s most impressive feature is a mirrored fascia composed of a series of geometric forms that give the surface a crumpled, eye-catching, reflective glamour.
The entrance is framed by an arch of red, white, yellow and green polyhedral forms, as well as coloured lines that extend onto the ground immediately in front of the shop. Internally, the decor includes exposed brickwork, matt grey flooring and exposed ceilings, intended to promote the notion of a chic urban warehouse space. Outsize graphic screens are a decorative backdrop for merchandise and also signal the location of capsule collections around the store.
The main, off-the-rail clothing lines are housed in a metal structure and there is also a new shoe and accessory offer called Strut, which features a floor-to-ceiling cabinet displaying individual shoes on randomly opened drawers. At the rear of the store is the “treasure chest”, a double-height atrium wrapped in a mirror and pearl diamond lattice framework. This is used to display accessories. At this end of the store, an LED screen flashes up fashion advice, while bevelled dressing tables are used to display cosmetics.
This flagship is on Bourke Street, one of central Melbourne’s major streets, and should prove a colourful addition to the area’s retail offer.