Pattern Studio gave online store The Daily Edited a feminine but futuristic physical makeover in Melbourne.

What’s the best way to translate a successful e-commerce brand into the realm of bricks and mortar? Australian design firm Pattern Studio decided the best course of action for The Daily Edited, a purveyor of customizable luxury fashion accessories, would be to pay tribute to its online roots while offering a sensual retail experience that makes the most of its physical presence.

The outcome is a feminine but futuristic flagship store that immerses visitors in The Daily Edited’s brand personality. Customers are swept inside by a curved entrance that announces the store’s subtle space-age aesthetics of rounded lines and recessed lighting. A restrained colour palette of white terrazzo and Norwegian rose marble is dominated by terracotta pink, a shade chosen for its status as the brand colour, not (solely) for any feminine-friendly overtones.

As the brand has a more accessible price point than most luxury labels, the store design had to incorporate more product displays than is usual in the sector – but without making the interior feel cheap, cluttered or overly commercial. Pattern Studio’s solution was to balance concentrated product displays with merchandise-free areas. These are given space to breathe in a minimal interior in which furniture is limited to a natural stone table and point of sale bench whose sculptural aesthetics make desirable objects in themselves.

Location Shop 347, Chadstone Shopping Centre, 1341 Dandenong Road, Chadstone VIC 3148

This project was originally featured in the latest volume of our retail design series, Powershop 6. Get your copy here.