Marquise Flagship in Malvern by Doherty Design Studio

Australian baby brand Marquise has a new flagship store in Melbourne’s Malvern Central shopping centre, designed by Doherty Design Studio. Conceived as an inner sanctum with elements of play and nostalgia, the calm and immersive space has a level of sophistication that appeals to adult buyers. Together with Marquise’s graphic design partner Ortolan, Doherty made a conscious decision to make the store mannequin free, with minimal internal branding and signage.

Champagne-hued powder coated fittings, rotating fixtures and custom cabinetry showcase miniature outfits, socks and shoes, with their scale ensuring that even the tiniest wares don’t get lost amongst the display. The narrow 55sqm space features a series of ‘material junctions’ within a palette of neutral and peach tones, designed to complement rather than distract from seasonal pieces. Porcelain pink textured plaster walls accentuate soft curves in the walls and joinery, blush ceramic tiles move in a circular pattern that continues from walls to floor, and custom curved railings create logical shopping routes around the interior.

A coloured acrylic ceiling feature is inspired by a 1960s toy. “The acrylic reflects the light so beautifully and I love to add that layer of nostalgia that is very appropriate for a brand that is nearly 90 years old,” says Doherty Design Director, Mardi Doherty.

Tapered levels of in-store seating are a further nostalgic nod to old-fashioned children’s shoe stores. Rather than a cumbersome, monotone counter, Doherty conceived an all-in-one point of sale, gifting and display counter comprised of carefully proportioned multi-level pieces with contrasting tile details. The gifting station was a specific request from the owners of Marquise, with the new gift bar features custom wrapping paper.

“The gifting station was a big priority and is central to the store experience,” says Doherty. “We have brought the idea of celebration, the rituals of new babies to the store.”

The feature shop window and store facade has a peek-a-boo quality, featuring a deliberately imperfect, organic curved window. The Marquise signage is placed not at adult eye level but at child height. The playful porthole exterior assists in allowing the store to stand out amongst its shopping centre context, giving a striking first impression and a temptation to look inside.