Dreamy Refinement – Mimco by Studio Doherty

Studio Doherty has designed the new Mimco retail space in Chadstone Shopping Centre and, in doing so, conjured a mood that is at once soft and strong, extra and elegant. There is something about this juxtaposition that seems to perfectly capture a way of expressing contemporary femininity, particularly within commerce.

Dubbed ‘The Fashion Capital’, Chadstone Shopping Centre is a leading Australian shopping destination with a high-end feel, making it the perfect place to herald a new era for iconic accessories brand Mimco. The retail space features chic, confident curves and layered textures. Delicately tiled surfaces encase bold, three-dimensional shapes. Custom lighting by Jordan Fleming, along with display stands, plinths and racks, all present sculpturally while unobtrusively meeting specific functional needs.

Dubbed ‘The Fashion Capital’, Chadstone Shopping Centre is a leading Australian shopping destination with a high-end feel, making it the perfect place to herald a new era for iconic accessories brand Mimco.

The store feels like a quiet place in which to appreciate and delight in beautiful things. The soft edges and pastel tones of the fit-out (a dreamy grey-green, a soft peach, a muted terracotta) are dotted with jewels and purses, just like a beautifully iced cake. Mimco Chadstone is a space of refinement and poise that effortlessly enables the character of a bright red leather handbag with gold chain detailing to be just as loud, proud and fabulous as it damn well wants to be.