Viktoria & Woods Chadstone Flagship by Golden.

Retail spaces are designed to draw people in to shop, and the new Viktoria & Woods flagship designed by Golden does so victoriously. Aligning the physical space to the Australian fashion company’s ethos, the interior acts as a physical manifestation of the brand.

Located in one of Melbourne’s renowned shopping destinations, Chadstone, the effortlessly minimalist interior sits in contrast to its surroundings. Golden focused on the store layout, the joinery and the textures to achieve a luxurious feel with an honest material palette.

Upon entry, the transparency of the shopfront contributes to the spatial cues inside, drawing people within to appreciate the design and the fashion. The double ceiling height provides the perfect backdrop for natural light to be infused through an atrium, softly illuminating the stucco wall finish of the façade. Curves are introduced to gently lead the eye around the store.

Inside, symmetry frames the experience and prolongs the view, culminating in the styling suites at the rear of the store that act as the focal point of the design. Rendered walls and tonal concrete floor accompany the sustainably sourced Mongolian goat hair carpet. The change rooms are equipped with full-length mirrors and suede curtains that imitate a soft and lightweight movement, adding to the overall calming experience. Golden installed recessed lighting to enhance the store’s perimeter, where clothing rails and shoe plinths reminisce an art gallery – enabling light to reflect the onyx-like qualities of the Nestos marble shelving.

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With its soft green hues, the point-of-sale Quartzite counter is the true hero of the fit-out. Positioned in the centre of the space, its sideways orientation is welcoming without disrupting the spatial flow. A product table of a similar shape is clad with handcrafted Japanese mosaic tiles. Faye Toogood’s Puffy Armchair juxtaposes the rectilinear forms, set to the side inviting customers – or partners who hold the bags – to sit and relax while their significant others shop to their heart’s content.

Reflecting the brands’ love of local art and design, Golden’s collaboration with James Howe resulted in custom handwoven stools found in the changerooms. Lucy Montgomery’s softly curved Le Sirenuse mirror hangs in the styling suites as a nostalgic nod to the dream destination in Positano overlooking the Mediterranean Sea.

The considered physical design curation by Golden emulates the feeling of wearing Viktoria & Woods’ clothes. Effortless, inviting and calm, the environment is adaptable for future accessories and homewares as the brand expands its product offering while showcasing the current collection in more ways than one.

Related: Camilla and Marc Armadale by Akin Atelier.

[Images courtesy of Golden. Photography by Timothy Kaye.]