Projects
| TDE Pitt St | The Daily Edited | Retail | Sydney | 2017 |
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Marking the first Sydney flagship for a brand with a largely online presence, the boutique intentionally feels more like a private apartment than a traditional retail store within the CBD’s Westfield Shopping Centre. Glazed partitions and sheer curtains create ‘rooms’ occupied by covetable merchandise whilst maintaining a sense of openness via unobstructed natural light punctuating the space from a floor to ceiling rear window.
A harmonious base palette of pale pink (The Daily Edited’s signature colour) and soft grey is overlaid with luxurious materials and slick finishes including marble and polished brass detailing. Keen to avoid overcrowding and encourage zones of interaction with the leather goods, furnishings are curved and minimal, whilst no areas on the shop floor are out of bounds to visitors. An inviting round futon bed-meets-couch sits centrally, flanked by a bathroom (featuring a large, freestanding bathtub), office area and kitchen (read: point of sale), activating the atelier where purchased items can be personalised with on-site embossing services. Amongst custom-designed furniture and joinery, feature pendant light fittings and artworks plus a sprinkling of iconic furniture classics add a domestic touch. Immersed within, customers forget they in one of Australia’s biggest and busiest shopping centres.
Photography by Greg Lewis