Coastal Cocoon – Assembly Label’s New Chermside Store by IF Architecture

Assembly Label was conceived in 2011 by Damien Horan and Daniel Oliver in response to a growing need for simple and sensitive sartorial expression. The clothing label’s latest outpost in Chermside, Queensland, designed by architecture and interior design practice IF Architecture, holds a mirror to its down-to-earth ethos, employing muted tones, textures and materials that display a visual equilibrium.

Assembly Label is synonymous with capsule wardrobes, offering a range of versatile staples that embody a ‘less is more’ approach. With high-quality materials, classic silhouettes and earthy colour palettes, its clothing and lifestyle collections are designed to be evergreen. This expression of timelessness is echoed in its latest bricks-and-mortar outpost.

Situated inside Westfield Chermside, the store echoes its sister locations by way of their warm and meditative interiors.

Situated inside Westfield Chermside, the store echoes its sister locations by way of its warm and meditative interior. “IF Architecture strives to create in-store experiences that are immersive, unforgettable and that are exemplary of the Assembly Label lifestyle,” says IF Architecture Director Iva Foschia. “Our goal was to create a seamless and integrated experience that leaves a lasting impression on customers and keeps them coming back for more.”

In an effort to vitalise the shell and keep with Assembly Label’s minimalist design language, the team at IF Architecture pared the material palette down to a bare minimum, elevating the experience with a smorgasbord of thoughtfully layered tones and textures. By the same token, the interior is an object lesson in contrasts. Natural oak floorboards in the main space serve as a warm counterpoint to the travertine tiles at the entrance. Likewise, the grainy walls, coloured off-white, lend texture to the seemingly polished periphery.

At the heart of the store is the tour de force – a long, white oak counter with handcrafted timber joinery, designed in collaboration with the husband-and-wife team behind South Murwillumbah-based furniture studio Mr and Mrs White. The angularity of the table is offset by the rice paper pendants that overarch it and the sconces reminiscent of halos that enliven the walls. The combination of gentle curves and luminous accents creates a cocoon-like effect, which is further enhanced by the nearby sitting space composed of a custom white oak sofa, travertine coffee table and Carl Hansen & Søn chairs.

Like Assembly Label’s clothing collections, the store takes inspiration from Australia’s beautiful coastal landscapes. Woven linen-blend curtains in the changing rooms inspire a breezy beachside spirit, whilst a sisal floor covering in a chevron pattern injects a dynamic tactility underfoot. Together, the elements inspire a relaxed spirit, encouraging patrons to move at their own pace, in their own time.