R.M.Williams Global Flagship Store by ACRD

Australian brand R.M.Williams has opened a global flagship on Sydney’s George Street, heralding a new retail experience that celebrates both the company’s esteemed history of craftsmanship and its future of innovation and sustainability.

Designed by Victoria-based architecture firm ACRD, with interiors masterminded by Paul Giannangeli, R.M.Williams’ head of brand environment, the flagship store – located at 345 George Street in Sydney’s CBD – incorporates a number of unique experiential moments befitting one of Australia’s oldest brands.

The boutique has been reimagined to complement the brand’s legacy of craftsmanship and also showcase its ever-growing range of apparel and lifestyle products.

Customers are met by a curved wall – the largest in R.M.Williams’ retail portfolio – that displays the brand’s signature offering, its bestselling collection of handcrafted leather boots. R.M.Williams has been part of the George Street retail scene since 1987, when the first Sydney store was relocated from Castlereagh Street. The boutique has been reimagined to complement the brand’s legacy of craftsmanship and also showcase its ever-growing range of apparel and lifestyle products across bespoke wardrobe-like fixtures and furniture handcrafted by Made by Morgen.

Connecting with customers in these new and personal ways is the first step of R.M.Williams’ retail reinvention. The space, set across a spacious 480 square metres, has an array of unique retail experiences, including a purpose-built digital showroom that enables customers to virtually access the integral boot-fitting service.

Every corner of the George Street store has been conceived to create comfort and a sense of belonging.

Every corner of the George Street store has been conceived to create comfort and a sense of belonging. Boot-care nooks, soft carpet, ambient lighting and an earthy colour palette transform the retail experience. The feeling of relaxation is further encouraged by the signature aroma of R.M.Williams’ Scent 01.

Key design partnerships have collectively imbued this flagship store with a timeless sense of Australiana and, overall, have created a retail experience that is underpinned by a thoughtful expression of loyalty, endurance and commitment to quality.

Architecture by ACRD. Build and joinery by EMAC Constructions. Brand design by Paul Giannangeli. Furniture design by Made by Morgen and Jardan. Artwork by Tiarna Herczeg and Curatorial + Co.