Ena Pelly reveals a luxurious, design-focussed concept store in Armadale by Studio Tate September ’23 – Contemporary Australian fashion label, Ena Pelly, opens a new chapter with the arrival of a Melbourne flagship in High Street Armadale’s stylish retail precinct. The modern, intimate space was conceptualised in collaboration with interior architecture firm, Studio Tate, to reflect the label’s creative vision. A restrained, minimalist design approach draws inspiration from Ena Pelly’s unique brand DNA and carefully curated product offering. Natural materials, sleek finishes and a relaxed, neutral palette combine to connect the customer to the Ena Pelly story.

Indeed, the space features elements that nod to the 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.

A“wow”moment comes in the form of a graphic, tessellated floor that defines the footprint of the store. Here, 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. Touches of black and white boucle upholstery and silky cut pile carpet soften edges and add interest.

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. An interplay between luxury and pragmatism brings energy to the space, ensuring the compact footprint delivers on both form and function.