Friends with Frank by Georgina Jeffries

It’s hard to merely pass by the rich bloodstone exterior of luxury Australian outerwear label Friends with Frank on Fitzroy’s iconic Gertrude Street. Channelling the locale’s creative, design- focused spirit, interior designer Georgina Jeffries seeks to add drama to the streetscape while creating a chic sanctuary inside.

Friends with Frank is known for considered, timeless winter staples, and the boutique’s design aims to echo the brand’s ethos by creating a meditative shopping experience. “We set out to slow down the retail experience, allowing for an attuned and nurtured experience of the space,” says Jeffries.

“We set out to slow down the retail experience, allowing for an attuned and nurtured experience of the space,” says Jeffries.

In contrast to the theatrical facade, the interior feels soft and warm with a minimalist aesthetic and cosy textures. The space is dominated by a neutral palette, with coir mats and sisal carpets adding textural depth. Meanwhile, American oak timber veneer, upholstered furniture and chocolate brown curtains create a cocooning and calm atmosphere.

An elegant and harmonious fusion of vintage and contemporary furnishings and fittings complement the pared-back palette. “We collaborated with expert craftspeople and artisans to create custom elements for each space along with sourced vintage pieces … acting as almost works of art, providing a uniqueness and sense of individuality,” notes Jeffries. Pre-loved pieces, including a set of Italian brass door handles, Max Suaze brushed aluminium wall lights and an alpaca velvet chrome chair in the dressing room contrast with contemporary additions like bamboo matchstick blinds, brass wall hooks by Studio Henry Wilson and organic Kumo wall lights by Kazuhide Takahama for Sirrah.

“We collaborated with expert craftspeople and artisans to create custom elements for each space along with sourced vintage pieces … acting as almost works of art, providing a uniqueness and sense of individuality,” notes Jeffries.

Fitzroy’s Friends with Frank showroom facilitates an immersive experience, encouraging visitors to connect with the collection and its textures and hues. With an intriguing facade and an interior that is at once refined and nurturing, being beguiled into crossing the threshold is only natural.

Interior design by Georgina Jeffries. Build by Tykon. Landscape design by Dirt Landscape Studio.