Fashion, Designed

In October closing year, Melbourne-based style label Viktoria & Woods tasked indoors design firm Fiona Lynch with an formidable workout: retail shop in shape-outs in six weeks. Just before the Christmas length, the emblem unveiled its new Emporium and Armadale shops in Melbourne.

The new appearance Viktoria & Woods boutiques are not an overhaul, but instead a mark of quiet evolution for a emblem whose foray into retail continues to be highly fresh. “My commitment as a designer is to maintain it simple and optimistically significant,” Viktoria & Woods director Margie Woods says. “I want to make certain each item feels more cherished in the dresser. It’s the same approach to the interior space. I need the consumer to sense a simplicity and approachability.”

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Woods and Lynch first worked together on Viktoria & Wood’s Paddington boutique in Sydney earlier remaining yr. There’s continuity between the stores – a tonal palette of greys, lotions and white, and a stability between tender femininity and an business feel. Subtle information are adjusted to reflect each place. At the Paddington boutique, the building façade is kept in step with the other fronts on Glenmore Road.

At the Emporium save – which Woods describes as a “blank slate” – customers are welcomed thru an angular, textured gray archway. A supple caramel-colored leather ottoman sits inside the centre of the room, whilst a sculptural counter juxtaposes a razor-skinny metal shelving unit in the back of it.

“Fiona’s paintings has this modern femininity,” Woods says. “She in reality aligned with our logo, and also challenged me with standards that more desirable the shop.” As an instance, Woods had to begin with imagined a store with wood flooring and marble counter tops – Lynch, in evaluation, endorsed the use of different materials. “From the memory curtains that kind of stiffen when you weigh down them, to the angled mirrors,” Woods explains. “It didn’t feel similar to whatever I’d visible before in a retail space.”


Lynch sees her function as being something past the bricks and mortar layout, as assisting agencies to build their emblem and tale.

“We wanted to make Margie a pressure within the enterprise. Designing a store can genuinely do this. You’re curating the way you want your garments to be seen, in preference to counting on others to show your apparel.”

“The enjoy is a lot more holistic now,” Woods adds. “We’ve typically been a wholesaler before a previous couple of years.”

For Lynch, the pressures of retail upload to her experience of responsibility. “Knowing how a good deal rent the brand can pay, you just want to make certain people recognize and revel in the brand,” she says. “People may not always understand why they prefer getting into the distance however there are these types of little clues as to a way to do that. It’s about having elements which are precise.”

She points to a bespoke mild with the aid of Melbourne dressmaker Christopher Boots, which hangs near the doorway of the shop. The linear glass tube, affixed to a bit of onyx ought to easily be flawed for a piece of artwork.

Another unique factor is the herbal mild flowing through the back of the store, a rarity in a buying complicated like Emporium. “Originally the design was to cowl the home windows,” Woods says. “We determined to allow natural mild are available in.”

“Those steel home windows are a part of the building’s heritage,” Lynch adds. The pair made a comparable choice at the Paddington keep, selecting to preserve an existing window looking into the luxurious courtyard. “Rather than having paintings, we allow the outside are available,” Woods says.

“Collaborating is a distinctive manner of looking at an equal thing,” she says. “It continues matters interesting, clean and I think it makes me extra creative.”

How quality to sum up the Paris spring/summer 2018 men’s put on indicates? Long days, brief shorts and architects vying to up the ante and push fashion closer to the monumental and long-lasting. The suggests, which concluded Sunday, didn’t just function remarkable collections — it was filled with indicates that we’ll really take into account for a long time to come. With a schedule swelled with the aid of freshmen, Paris Fashion Week changed into — yet again — in a league of its own.

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Social media fan. Unapologetic food specialist. Introvert. Music enthusiast. Freelance bacon advocate. Devoted zombie scholar. Alcohol trailblazer. Organizer. Spent 2001-2004 merchandising ice cream in Mexico. My current pet project is getting to know walnuts for fun and profit. At the moment I'm writing about squirt guns in Salisbury, MD. Spent childhood donating toy planes in Suffolk, NY. Gifted in managing jack-in-the-boxes in Miami, FL. Spent high school summers supervising the production of foreign currency in Libya.
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