A Luxurious Store Experience – GLDNN by Curious By Design
Tasked with creating the GLDNN flagship store in Melbourne, Curious By Design has woven four existing retail spaces together to produce a single volume. Alongside sculptural architecture and sumptuous materiality, the generous footprint establishes a luxurious store experience that reinforces GLDNN’s high-end fashion.
Architecturally, the store features a striking combination of fluid and brutalist forms. While columns reminiscent of Constatin Brâncusi sculptures determine the flow of foot traffic, curving elements provide natural areas for seating and product placement. Most of the store amenities are activated by bold internal structures, including a VIP-experience room and the point of sale, which is disguised as a mirrored display.
Building upon the engaging foundations of the store, Curious By Design adopts a spirited approach to colour and materiality. A warm base of neutral colours – including bone, clay, toffee and chocolate – heightens the dramatic impact of smaller areas marked by either plum, wine-red or cerulean textiles. Limestone flooring is softened by a plush carpet inlay and upholstered walls allow for visual relief from the intensity of reflective surfaces.
In its size and singularity, GLDNN achieves more than it could as a composition of four distinct spaces. Taking care to hero the fashion throughout the store, Curious By Design ensures that the vast interior offers customers a journey of discovery, resulting in an engaging and dynamic shopping experience.
