Raw and Elemental Casual – Venroy Armadale by Sarah I’Anson
As a transportable hub for immersion, Venroy Armadale recreates a Mediterranean sensibility through the generous use of singular materials, evoking a connection to travel and exploration. Sarah I’Anson brings a palette of raw and honest elements as the ideal base for the relaxed and casual leisurewear label.
Located amongst similar flagship retail stores within Armadale’s high street, Venroy acts as both a destination and an opportunity to engage with the brand. Founded on ideals of a relaxed life, the space needed to embody the same air of ease, and the coming together of natural and similar toned materials further reinforces this bond. In the same way that comfort and travel are a likely and natural pairing, each store both connects and reflects a sense of context, while also reflecting an immersion within place. In this case, the evoking of the Mediterranean is at the heart of the palette utilised and the result is deliberately reminiscent of being within a lobby in Europe. Sarah I’Anson emphasises a natural materiality to bring each of the elements of the space together, through refined detailing and rigour.
While a retail space needs to embody the ethos of the brand, it also needs to have an integrated resilience to withstand the high level of foot traffic and customer interaction. Built by EMAC Constructions, with custom window display by Hattie Molloy, the space is a celebration of locality. Quarried in South Australia, the limestone used throughout adds a textural and subtle surface for light to engage with, while not distracting from the stock or the space as a whole. Soft and warming timber elements provide storage and are integrated into the alcoves throughout, doubling as a seated and display surface, while concealing additional stock and ancillary support items. Custom stainless steel display rails sit sculpturally within the space, thin and finely detailed, framing the space with an expressed datum internally.
Through a focus on a neutral tonality, an underlying warmth creates an inviting and familiar feel, encouraging a feeling of embedded comfort amongst the surrounds. The use of stone and a more monolithically weighted approach are then intended to conjure the feeling of vacationing in Spain and Italy. The use of restraint in both palette and the inserted elements within the space allows the stock to be showcased, while still not overwhelming the space. Inspired by a traditional resort feel, venetian plaster ceilings and walls further add a textural and organic movement to the surfaces, while feeling from another place.
The use of stone and a more monolithically weighted approach are then intended to conjure the feeling of vacationing in Spain and Italy.
Through select materiality and the use of restraint, Venroy Armadale sits as a calming escape from the traditional retail experience. Sarah I’Anson uses an emotive approach to engage the senses, transporting visitors to a place beyond.
