5 Hotham Street, Collingwood
Victoria 3066, Australia





The design language for the new Witchery retail environments seeks to adopt a simple, confident and timeless aesthetic.

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An edited and considered palette of neutral tones, black steel, polished plaster, linoleum and light oak coalesce to provide an adaptable and refined backdrop to the Witchery collection.

The storefront is anchored by a deep, triangulated plastered beam, drawing the eye down and into the store. A freestanding glazed vitrine frames the view into the accessories area at the front of the store. Above the uniform expanse of warm grey floor tiles, the architectural expression of the ceiling defines the store narrative. Full width plastered louvres span the width of the store and provide visual breaks for both diffused and expressed lighting.

They also conceal a series of cross-store axes on which full height sliding glazed screens are able to be moved. These metal-framed panels are a multi-functional device able to communicate brand messaging, define areas and provide visual breaks through the depth of the store. They are a key device in the ability of the central floor areas to adapt and change from season to season.

These screens are accommodated on the primary wall within a series of polished plaster hoods which define the new-season apparel collections below. A collection of flexible floor fixtures complete the suite of merchandising tools mixing elegant open frames with solid plinths and suspended frames. The warm neutral palette continues into the fitting rooms with woollen carpets, velvet drapery, timber panelling and fabric wall-lining.

Location Australia, New Zealand & South Africa
Client Country Road Group
Photographer Scottie Cameron
Completion Date 2014