Kloke – a Melbourne-based label known for its slouchy trousers, loose-fit parachute dresses, and slow, no-fuss aesthetic – has revealed a new city flagship. Designed by David Goss of Studio Goss, it’s a bit of a departure from the brand’s blond timber fitout in Fitzroy. Located on Albert Coates Lane, the 90 sqm space reflects the brand’s values of simplicity and functionality and a keen interest in sculptural form. Put simply, the new store has a gentle brutalist sort of feel, with pale dove grey stucco finish across the walls and ceilings.

The floor and sculpted countertop have been smoothed over with uniform light concrete. “The aim was to convey a sense of mass, as if the space had been carved out as a single, sculptural object,” David Goss explains. “The forms within the space have various functions but are somewhat ambiguous, reading as part of a composition of abstract, sculptural elements”.

Colour comes in soft flourishes– on clothes and via forest green foliage. A cleverly designed ceiling ‘portal’ gives the impression of natural light, while Australian mahogany timber panels framing the floor-to-ceiling glass entrance provide a sense of warmth.

“The intention is to create a sense of curiosity and calm whilst encouraging enquiry into the different elements of the store,” says Kloke’s co-founder and creative director Adam Coombes.

 

Kloke QV Flagship is located at 21 Albert Coates Lane, Melbourne.

 

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[Images courtesy of Kloke & David Goss. Photography by Rory Gardiner.]

 

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