A Union of Place and Brand – SIR. Bondi Flagship Store by Tamsin Johnson

Combining vintage elements with the custom and the contemporary, the SIR. Bondi Flagship Store represents a stylish return to roots for Founders Nikki Campbell and Sophie Coote. Adeptly designed by Tamsin Johnson, the store houses an array of products from the renowned resort wear label, joining sister boutiques in Perth and Manly.

Paying homage to the evolution of SIR., which was originally started from a Bondi apartment, the boutique celebrates the unique appeal of the suburb as the focal point for quintessential Australian living. Carefree days spent by the ocean and nights sharing dinner with friends are reflected in a crafted sense of ease, perfectly complementing the Bondi-inspired fashion collections. Strongly connected to Nikki and Sophie, the store showcases the pair’s love of art and architecture within an atmosphere of relaxed luxury, effortlessly representing the ‘resort state of mind’ that’s always guided the brand.

Carefree days spent by the ocean and nights sharing dinner with friends are reflected in a crafted sense of ease, perfectly complementing the Bondi-inspired fashion collections.

The result is an inviting space capturing the essence of Bondi. Panels of curved glass framed in espresso brown create a glossy shopfront before giving way to an airy interior. Inside, Tamsin subtly references the soft, natural tones of the coastal landscape with an off-white palette, accented by light-coloured wood and muted aqua. It’s a dynamic space, with curves explored in features such as Corian inlays in the polished concrete floor, a jewel-like dividing glass wall and a highly sculptural table. The walls are spray rendered to mimic a Bondi beach house while vintage furniture – including 1950s Italian and French brutalist pieces – makes the interior style more diverse. Minimalist lighting and elements of stainless steel and acrylic complete the space.

Through creativity and attention to detail, a large store is made to feel intimate and homely – the ideal welcoming environment. Reconnecting SIR. to its origins, the Bondi Flagship Store embraces the union of place and brand.