Pattern Studio Creates Intimate Retail Haven for Deiji’s Sydney Expansion.

Independent womenswear brand Deiji has opened its second boutique in Sydney’s Paddington, with Pattern Studio delivering a considered 35-square-metre space that prioritises warmth over intimidation.

Glenmore Road in Paddington has established itself as one of Sydney’s premier fashion destinations, but its famously petite heritage storefronts can sometimes feel exclusive to the point of being unwelcoming. Deiji, the independent Australian womenswear brand known for its luxurious yet understated aesthetic, was determined to counter this perception with their Sydney debut.

This marks Deiji’s first store outside their Byron Bay hometown, where Pattern Studio also designed their flagship in late 2022. While the expansion into Sydney signifies the brand’s continued growth, the fitout was guided by a more conservative budget—reflecting the caution many brands are exercising amid current economic uncertainty.

Working within these constraints, Pattern Studio retained aspects of the original tenancy, including the building envelope and services, while introducing new lighting and custom elements. The existing herringbone timber parquetry was lightened to create contrast with the store’s new interventions, harmonising inherited features with intentional additions.

A Peculiar Beauty: Deiji Studios Byron Bay by Pattern Studio.

Like an orchestra of obscure instruments, this store aims to create a considered and beautiful — if slightly offbeat — retail experience.

The material palette radiates warmth through honey-hued oak, buttery textured silk, vintage plexiglass, and bright polished stainless steel. At the space’s heart sits an elegant timber fitting room volume, positioned ever-so-slightly askew to create natural flow and intimate browsing moments. This central anchor point subtly guides visitors through the compact space without feeling prescriptive.

At the rear, a styling suite features a faceted full-length mirror that expands the perception of depth while discreetly concealing back-of-house access. These experiential inclusions allow the store to deliver a thoughtfully elevated display and dressing experience despite its reduced footprint.

Notable design details include custom joinery by Pattern, crafted by Morgan James, and selected lighting pieces. A vintage ‘Tulip’ table lamp, designed in the 1970s by Swedish architect Yngve Ekström, provides ambient illumination, while the distinctive ‘Bonhomme’ floor lamp by Areti offers both storage and a charmingly unconventional aesthetic that reflects Deiji’s own affinity for the peculiar.

Rather than undertaking a full-scale refit, the team opted for a selective and intentional remodel. This decision speaks to both the realities of Sydney’s expensive rental market and a quiet resistance to retail’s constant renovation cycle. The resulting space delivers a cohesive yet fresh encounter with the Deiji brand, supported by attentive customer service that culminates in a genuinely generous retail experience.

The Future is Now: Song for the Mute Sydney Flagship by Pattern Studio.

It doesn’t take being a fashion or design buff to recognise that Sydney-based Pattern Studio have encapsulated something sort of remarkable at 350 George Street.

[Images courtesy of Pattern. Photography by Cieran Murphy.]