The Daily Edited (TDE) flagship, housed in Sydney’s premium Queen Victoria Building, builds on the Australian brand’s established retail design language whilst improving operational efficiencies and, importantly, drastically reducing real estate overheads.
Whilst pale peachy pink is undoubtedly the hero (the brand’s signature colour), the aesthetics lean toward a refined, grown-up sensibility. In response to its modest floor area (60 square metres) the interior is devoid of decorative elements. Instead, the entire store presents as a sculptural entity comprising soft edges and rounded forms. A large inviting arched doorway and glassed entrance lure passers by. Within, a sweeping curve wraps around the walls framing a custom-designed circular carpet and Norwegian rose marble table-top floating upon a curled powder-coated metal base.
Acknowledging the brand’s largely online presence, it endeavours to materialise the intangible qualities of e-commerce. Soft light emits from behind the curvaceous walls and amongst the integrated custom joinery units, whilst a futuristic recessed shelving unit lines the sweep of an entire wall. The displayed merchandise adds further to this subtle theatricality, casting shadows across the room. Granting the space its third dimension (real world physical qualities) are white powder-coated aluminium shelving systems protruding from walls, the rectangular point of sales counter and disks of gold mirror capping on the plinths that delicately reflect light.
