On the corner of Gertrude in Fitzroy, Melbourne, the newly opened Friends with Frank Experience store is like a deep painting, its dramatic facade draws the attention of passers-by and invites them to enter it on a sensory and emotional journey.

Friends with Frank is an Australian fashion brand known for timeless, simple, classic and high quality design. The brand pays attention to the details and sustainability of the products, with warm materials and elegant three-dimensional tailoring, to convey a comfortable and exquisite lifestyle; Adhering to the concept of "slow fashion", with exquisite craftsmanship and timeless design style, to create both practical and aesthetic clothing essential items.

Fashion Meets Art

In order to extend the brand culture offline, Friends with Frank invited well-known interior designer Georgina Jeffries to design the new retail space, perfectly presenting their pursuit of balance between aesthetics and function ina concrete form. Encourage customers to feel the texture and intrinsic value of the product with a relaxed mind.

The new space is like the collision of fashion and art, bringing about a dialogue of design and emotion. The combination of retro and modern elements creates a warm and artistic business environment that complements the brand's classic and timeless image. It is no longer just a retail store, but more like a warm and elegant sanctuary, painted on the outside and poetic on the inside, evoking a delicate sense of warmth and tranquility.

Fusion of Elements

The soft colors of the interior combine with a minimalist aesthetic to create a quiet atmosphere that contrasts sharply with its strongly dramatic Spaces. Neutral tones run throughout the interior, while coir mat and sisal carpet add rich layers of texture to the space. American oak finishes, comfortable upholstered furniture and chocolate brown curtains create a warm, calm and private living scene.

Multiple design symbols form a harmonious and personalized visual language in the space. In collaboration with experienced local artisans and artists, Georgina Jeffries has customized products for each area of the store, with carefully selected vintage furniture to bring the venue to life and give it a unique personality as an artwork.

A set of Italian brass door handles and brushed aluminum wall lamps by Max Sauze are installed. A chrome-plated chair covered in alpaca sits in the fitting room; The combination of bamboo shutters and vintage pieces such as brass hooks by Studio Henry Wilson and organic Kumo wall lights by Kazuhide Takahama for Sirrah give the space a sense of beauty that is both classic and modern.

The fitting room is covered with sisal carpet from floor to ceiling, making it a cocoon-like space; It can give customers the feeling of being in their own cloakroom, while professional stylists will give them sound advice, so that they can create a new self-image from head to toe.

Friends with Frank is not only a retail space, but also a place that encourages guests to interact with the design. Its unique language attracts customers to slowly experience the unique materials and colors of each work, and can deeply resonate with the core concept of the brand.