Calming Commerce – Camilla and Marc by Akin Atelier
Reflecting a timeless and refined legacy, Camilla and Marc’s new home in Melbourne’s Chadstone Shopping Centre is a destination store. In a world where online retail is fundamentally changing the way people shop, Akin Atelier has shown that a physical space can become a valuable embodiment of a brand’s ethos and aesthetic, drawing customers in and creating a far deeper engagement than any online experience can provide.
In proposing this immersive environment for Camilla and Marc, Akin Atelier took inspiration from the brand’s renowned neutral tones and use of nuanced detailing combined with tactile materials. The result is a space in which the subtleties of particular finishes pique curiosity yet also feel collectively part of a greater whole.
Set within one of Australia’s busiest fashion malls, the store provides a welcome moment of reprieve as it envelops visitors within an atmosphere of calm and tranquillity. With a retreat-like feel, similar to that of a Mediterranean resort, the lightness of its parts and the open flow of movement between the displays suggests an air of ease. The store becomes a portal that transports visitors away from everyday concerns.
The use of travertine sets the base for an enduring and high-end experience that will withstand trends. Light oak flooring, marble and lush cut-pile carpet all combine to heighten sensory engagement within the space, while curated vintage furniture and highly crafted bespoke pieces sit alongside custom joinery and displays. Akin Atelier collabo-rated with RE. Studio Collective to design and manufacture a series of tables and plinths using sustainable and recycled materials. Timber, stone, bricks, tyres and tiles are all given a second life as a result, trans-formed into featured sculptural elements.
