Doherty Lynch was engaged by luxury French brand Paul & Joe to create a store within a shopping mall. The design had to reflect key brand positioning such as Paul & Joe’s French heritage and love of quirkiness in bespoke detailing. However, it was also important that the store have it’s own personality and individual charm, plus it was necessary to do so in a local context with the local shopper top-of-mind.
Stamping the store’s love of bespoke detailing on the entrance is a pair of giant brass buttons as door handles. Full-height windows are framed in brass to mirror the richness of the interior, lighten the exterior in the absence of natural light and add an element of glam that Sydney is renowned for.
A challenge was not only limited natural light, but low ceilings and both were tackled in the same way. While gold-coloured element have been used to add warmth and light, mirror walls and a reflective glass mosaic-look wallpaper help to add the illusion of height and length, and give the store a sparkling personality.
Luxury was a key feel. With design references of France and the 1970s, French gold-blossom wallpaper, gold paint, custom-made light fixtures and fittings, antique amber glass display boxes and retro furniture and accessories were brought in. The use of gold and brass fittings creates a warm, inviting-but-stylish glow. Laser-cut panels in the store window provide a backdrop to mannequins, but allow glimpses through into the store and the strong corner focal point of the gold wallpaper, which attracts passers-by.
The brief was very much about meeting key brand positioning for the client while adopting the nuances of the culture in which it sits with references to the local retail and fashion context. Doherty Lynch has achieved that with their own cheeky brand of bespoke detailing and elegance-meets-warmth. This was Doherty Lynch third Australian store for the brand.
2011 IDEA Awards, Best Retail Design – Short Listed
2011 Melbourne Design Awards, Interior Design Retail – Finalist
2012 Australian Interior Design Awards – Shortlisted
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