The Daily Edited Melbourne Flagship by Pattern Studio.

Designed by Josh Cain and Lily Goodwin, founders of emerging Australian design practice Pattern, the recently opened Melbourne flagship store for The Daily Edited strikes a delicate balance between sweet sophistication and cool minimalism. While The Daily Edited brand is largely an e-commerce venture, the new Melbourne flagship was developed to offer customers the opportunity to visit and linger in a physical space, becoming immersed in a truly bespoke environment.

In response to the store’s modest floor area of 60sqm, Cain and Goodwin have stripped all ornamental and decorative elements, leaving a few key design pieces to stand comfortably and confidently as focal points within the space. The volume of the store is accentuated by an illuminated datum line, which creates a greater sense of height and spaciousness. Custom-designed joinery elements including a natural stone table and point of sale bench take pride of place and double as precious, covetable objects.

Themes including rapidly advancing technology and 
the intangible qualities of e-commerce were a source of inspiration, influencing the forms and detailing throughout the interior. The design includes a subtle nod to space-age, futuristic aesthetics; soft light emits from behind the curvaceous walls and integrated joinery units. A sweeping curve wraps the interior from the entry in and around the four walls of the store.

A reductive material palette including Norwegian rose marble, white terrazzo, and terracotta-tinged pink feels feminine but not fussy. While pink is undoubtedly the hero, the aesthetic leans toward a refined kind of grown up-cool. We dig.

The Daily Edited Flagship is located at Chadstone Shopping Centre, 1341 Dandenong Road, Chadstone, VIC.

[Images courtesy of Pattern Studio. Photography by Sean Fennessy.]