Elegant Restraint: Ena Pelly Armadale by Studio Tate.

Contemporary Australian fashion label Ena Pelly has arrived in Melbourne with a luxurious new flagship on Armadale’s High Street designed in collaboration with interior architecture firm Studio Tate. Conceptualised as a reflection of the label’s creative vision, natural materials, sleek finishes, and a relaxed, neutral palette combine to connect with the Ena Pelly story.

The interior features elements that nod to the fashion label’s use of premium, natural textiles, along with its focus on mindful design, functionality and attention to detail. Smooth, tactile stone finishes bring a sense of warmth to countertops, plinths and cabinetry, their sandy tones reminiscent of the brand’s beachy Surf Coast birthplace.

“We wanted to imbue our new Armadale location with a sense of modern luxury,” Danielle Wilkins, Ena Pelly’s Co-founder and creative director, elaborates. “Ena Pelly is all about effortless yet elevated style, which is brought to life in the design of our latest store. Our vision is for customers to experience that feeling of ease and exceptional quality when they step into our world.”

A striking graphic and tessellated floor pops against the soft backdrop, defining the footprint of the store. Tiles of creamy, classic vein-cut travertine are juxtaposed against striking black and white terrazzo insets to deliver a cool, textural signature. The reflective surface of a full-height mirrored blade bounces light around the space, delivering another dramatic focal point. Meanwhile, touches of black and white chequered bouclé upholstery and silky cut pile carpet soften the edges.

Relinque Urban Retreat in Melbourne by Studio Tate.

Merging day spa, spinal clinic, pilates and yoga studios, this urban retreat is anchored by intelligent planning and layered materials...

Playing on a central theme of elegant restraint, custom brushed stainless steel hanging rails and oversized display shelves offer a sleek and elevated backdrop to showcase new-season pieces. Elsewhere, aniline leather floor-to-ceiling curtains bring an organic depth to generously proportioned changerooms. With an interplay between luxury and pragmatism, the compact footprint delivers on both form and function.

“The design seeks to represent some of the key hallmarks of Ena Pelly products, being ‘crafted, modern and elevated’. These are translated into the retail experience through the materiality, form and detail of the interior elements,” explains Associate Director of Studio Tate, Liz Ride, continuing, “A restrained palette of stone, stainless steel, render and leather is used throughout, providing a largely neutral backdrop for display.”

The new High Street store is the third brick-and-mortar location for Ena Pelly. It joins retail spaces in Geelong and Torquay and is the brand’s first Melbourne city address.

Spatial Clarity: Remy Menswear Store in Sydney CBD by Ritz & Ghougassian.

Remy’s first showroom in Sydney reflects the brands relaxed and effortless approach with a conscious effort not to overdesign...

This Editorial Placement has been vetted to align with Yellowtrace’s stringent selection criteria. The modest contribution we receive for these placements aids in our ongoing commitment to delivering exceptional quality content. For more information or to submit your project for consideration, head to our contact page.

[Images courtesy of Studio Tate. Photography by Sharyn Cairns.]