Adytum Day Spa The Standard Store Reliquia Three Blue Ducks Adytum Library Ozlana Urbnsurf No 92 TDE Elizabeth St The Hotel Collectionist TDE Flagship TDE Pitt St Chloé After Party Locura Birkenstock, Pitti Uomo PS by Paul Smith
  1. Documentation
  2. Text
  3. Credits
TDE Flagship The Daily Edited Retail Melbourne 2017

TDE Flagship

1. Documentation


2. Text

The Daily Edited’s Melbourne flagship store presents as a delicate balance between sweet sophistication and cool minimalism. Whilst pale peachy pink is undoubtedly the hero (the brand’s signature colour), the aesthetics lean toward a refined, grown-up sensibility. In response to its modest floor area (60 square metres) the interior is devoid of decorative elements. Instead, the entire store presents as a sculptural entity comprising soft edges and rounded forms. A large inviting arched doorway and glassed entrance lure passers by. Within, a sweeping curve wraps around the walls framing a custom-designed circular carpet and Norwegian rose marble table-top floating upon a curled powder-coated metal base.

 Acknowledging the brand’s largely online presence, it endeavours to materialise the intangible qualities of e-commerce. Soft light emits from behind the curvaceous walls and amongst the integrated custom joinery units, whilst a futuristic recessed shelving unit lines the sweep of an entire wall. The displayed merchandise adds further to this subtle theatricality, casting shadows across the room. Granting the space its third dimension (real world physical qualities) are white powder-coated aluminium shelving systems protruding from walls, the rectangular point of sales counter and disks of gold mirror capping on the plinths that delicately reflect light.


3. Credits


Photography by Sean Fenessey

Project Title Client Sector Location Completed
Adytum Day Spa Adytum Wellness Canberra New
The Standard Store The Standard Store Retail Sydney 2021
Reliquia Reliquia Collective Retail Sydney 2021
Three Blue Ducks Three Blue Ducks Hospitality Melbourne 2020
Adytum Library Adytum Retail Canberra 2020
Ozlana Ozlana Fashion Sydney 2019
Urbnsurf Urbnsurf Retail Melbourne 2019
No 92 No 92 Hospitality Sydney 2019
TDE Elizabeth St The Daily Edited Retail Sydney 2019
The Hotel Collectionist The Hotel Collectionist Hospitality Sydney 2018
TDE Flagship The Daily Edited Retail Melbourne 2017
TDE Pitt St The Daily Edited Retail Sydney 2017
Chloé After Party Paris Fashion Week Fashion Paris 2017
Locura Three Blue Ducks Hospitality Byron 2016
Birkenstock, Pitti Uomo Birkenstock Fashion Florence 2016
PS by Paul Smith Paul Smith Fashion Florence 2014