Interior design studio Golden has created a gallery-like flagship store for Australian fashion brand Viktoria and Woods at Melbourne’s Chadstone Shopping Centre.
The flagship store is the studio’s third project for the brand after retail outlets in Doncaster in Melbourne’s east and Mosman in inner Sydney.
The design for the flagship store sought to align with Viktoria and Woods’s simple and minimal ethos, and also to create a juxtaposition against the intensity of the surrounding shops for a multitude of premium Australian and international fashion brands.
With maximum height store windows, floor to ceiling finishes, the space is minimal and restrained. The stucco wall finish of the storefront façade softly reflects natural light from a nearby atrium, giving the wall a subtle glow. The openness and transparency provide clear views into the space and allows for free and fluid movement throughout.
Viktoria and Woods Chadstone Flagship by Golden.
Image: Timothy Kaye
A strong sense of symmetry frames the space, making the styling suite at the rear a focal point. A point of sale counter made of quartzite also acts as the hero of the fitout. The rendered walls, concrete floor, natural textures and tonal variation all provide a sense of warmth and calm to the space.
Cloth and shoes are exhibited in the store like objects of art. This gallery-like also facilitates brand’s ongoing exploration to offer premium accessories, homewares and objects from complementary international brands.
In addition, the custom-designed furniture throughout the fitout, such as the James Howe handwoven stools in change rooms, and a Lucy Montgomery mirror in the styling suite – reflect Viktoria and Woods love of art and design.
