Above The Clouds Store by Pattern Studio

Sydney-based fashion retailers Above The Clouds have taken residence in a prominent corner site on Surry Hills’ Crown Street. The interior, designed by retail aficionados and all-around superstars—Pattern Studio—unfolds as a series of coordinated contradictions.

In 2021, while the doors of many Sydney fashion retailers remained firmly closed, Above The Clouds directors Dimitri Calligeros and John Paul Wager were formulating a somewhat unique Covid response. “Amid widespread uncertainty and trepidation, the pair were levelling up,” explained Josh Cain and Lily Goodwin of Pattern Studio. “Above The Clouds’ online sales were booming, and despite the city being in the thick of an extended lockdown, the pair jumped at an opportunity to take on a larger retail space.” Calligeros and Wager enlisted the help of Josh and Lily to bring their new bricks and mortar store to life.

The new fitout was to reflect the independent brand’s evolution while crucially staying faithful to its humble origins. “Taking pride in the fact Above The Clouds doesn’t fit neatly into any one category, style or genre, the design response needed to speak to the brand’s growing confidence and sophistication,” says the duo.

The new store acts as a dutiful custodian to the new and more high-end collections in a suitably stylish setting, without intimidating or alienating any of the loyal customer base.

Pattern Studio Above The Clouds Surry Hills Sydney Fashion Retail Photo Traianos Pakioufakis Yellowtrace 17

Pattern Studio Above The Clouds Surry Hills Sydney Fashion Retail Photo Traianos Pakioufakis Yellowtrace 14

Pattern Studio Above The Clouds Surry Hills Sydney Fashion Retail Photo Traianos Pakioufakis Yellowtrace 08

Pattern deftly translated the brand’s charm and uniqueness into a spatial experience. The new interior unfolds as an exploration of dualities—seemingly disparate concepts co-exist harmoniously, generating a fresh and honest aesthetic.

The store feels at once polished and raw, relaxed and refined, channelling both youthful exuberance and a discerning sophistication. Detailing is rudimentary in some areas and ultra-slick in others, while the material palette juxtaposes the hyper-industrial with the playful.

Finishes such as scaffolding, steel strapping, and pine timber appear alongside perky pastel planes; butter yellow in the eyewear cabinet and a sky-blue point-of-sale counter that reference the joyous colourways of the Bearbrick, by cult Japanese toy brand MediCom.

Pattern Studio Above The Clouds Surry Hills Sydney Fashion Retail Photo Traianos Pakioufakis Yellowtrace 22

Pattern Studio Above The Clouds Surry Hills Sydney Fashion Retail Photo Traianos Pakioufakis Yellowtrace 05

The store’s pièce de résistance, however, is undoubtedly the Sneaker Wall. To some, sneaker culture borders on religious devotion. Pattern leaned into this concept, conceiving a suitably reverent shrine to the shoe. The immense wall spans eight metres and glows softly, showcasing the product with serene elegance. “It is a move that, experientially, feels more akin to a gallery or (dare we say) a temple, rather than traditional retail,” said Josh and Lily. The expansive and other-worldly display seeks to win the affection of even the most devout sneaker aficionados.

It is refreshing, but perhaps not surprising, to see the growing popularity of brands that eschew rigid categorisation, and limiting and inflexible labels. Above The Clouds represent a new wave of retailers whose inclusive attitude and forward-thinking approach is being well-rewarded by consumers. Their demurely stylish new space is a haven for anyone—young or young-at-heart—with an interest in of-the-moment, independent fashion and creative culture.