Elegant Ease: Golden Design Willow’s Debut Flagship in Emporium Melbourne.

Melbourne-based interior design studio Golden has collaborated with luxury Australian womenswear brand Willow on the design of the label’s first flagship boutique in Emporium Melbourne.

Golden focused on creating an elevated in-store experience that reflected the brand’s minimal and approachable style, defined by a distinctly feminine aesthetic. Earthy yet cool, the space unfolds with ease in line with the essence of the brand.

“The bricks-and-mortar store was envisioned as a physical realisation of Willow’s brand identity,” says Golden’s Director Kylie Buhagiar. “The vision was to create a space that is the embodiment of the ease, quality and timelessness, contrasted with an element of surprise and unique edge.”

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A neutral backdrop with painted white walls and cream tiles underfoot offers a quiet space for the clothes to be the hero. Layered on top was a curated selection of timber veneer, black granite stone, Bauwerk lime paint, textured matt-rendered shop front, graphic upholsteries and rich petrol blue curtains in a micro suede. Overhead, a curved bulkhead was introduced to change the ceiling height and create intimacy in the change room area.

The use of Jarrah timber, a warm and rich natural material, is a stark contrast to the modern elements in the space—a reference to the brand values and an element of tension and surprise the clothing label seeks to achieve.

All joinery elements are custom-designed, with locally-made pieces seamlessly interacting with each other, subtly reinforcing the brand’s appreciation for tailoring and handicraft. A design story told by Golden through an assemblage of carefully considered details.

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[Images courtesy of Golden. Photography by Sean Fennessy.]