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.


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


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