Superette International Boutique in Auckland, New Zealand by DesignOffice.

Iconic New Zealand fashion brand Superette have a new flagship store in Auckland, Superette International, by DesignOffice. Occupying part of an existing warehouse in the suburb of Newmarket, the store launches their new brand and international collection of labels ‘Findings from Afar’.

The 135sqm site’s industrial bones feature a corner façade with two full height windows, tall ceilings, exposed timber beams and columns. DesignOffice looked to create a layered and materially rich store, respecting the raw appeal and volume of the space whilst adding subtle depth through new, contemporary elements.

Superette Director Rickie Dee says both the store design and product offering “will create a sense of discovery akin to shopping the back streets of Paris’ Marais or Soho in New York, where up and coming designers sit alongside more established luxury brands.”

A solid timber parquet floor evokes Parisian apartment living, while champagne-coloured metal linings along the walls and ceilings add a soft, reflective depth to the interior. Apparel is presented along a series of custom hanging rails made of steel, timber and leather. The existing textural cast concrete bays of the warehouse are accentuated to frame collections, adding rhythm to the interior and aiding in defining customer experience. Weighty, pale grey velvet curtains drape across the changing rooms.

An original central timber column anchors the centre of the store for product display, around which a suite of low-level timber plinths interlock and engage with one another. Stainless steel, cement render, solid oak, glass and leather comprise the overall material palette.

Superette International offers a one-on-one styling service, with DesignOffice implementing private areas for bespoke consultations. Beyond the primary retail area is a generous ‘customer lounge’ with two fitting rooms and a timber-lined styling suite. Warm fabrics and inviting furniture take cues from residential and hotel environments, creating a secluded and convivial space.

See more projects by DesignOffice on Yellowtrace here.

[Images courtesy of DesignOffice. Photography by Thomas Seear-Budd.]