As the rise of the digital world continues to shake up the retail industry, we are seeing a new dawn of shop fronts that are more “destination” than “store”. Think concept spaces and inspiration havens, perfectly curated microcosms that make you feel instantly at home.
Of these stores, StylecraftHOME in Melbourne is one of the best. Designed by HASSELL, the space resembles a Mediterranean pavilion, a sprawling double story structure of sweeping arches and polished terrazzo flooring. Nestled in the heart of Melbourne’s CBD, the showroom is a welcome respite from the outside world, a meditative European capsule in the midst of an Australian metropolis.
Following the successful design of their first store in Sydney, StylecraftHOME in Melbourne has been designed to resemble the rooms of the home, with areas for living, dining, cooking, working and relaxing all present in the space. Visitors make their way through each zone as they would a home, with lighting working to create an experience which is inherently theatrical and sensory. Throughout the space, rich colour hues and luxe finishes work in sync with Stylecraft’s collection of plush furnishings to create a holistic experience that is impossible to leave.
After being nominated for an INDE.Award in 2019, Indesign was excited to put forward StylecraftHOME for Australia by Design (ABD). Screened around the country on Channel TEN, Australia by Design invites viewers to deep dive into the best design the nation has to offer, with the current series placing a particular spotlight on interior spaces.
Scheduled to air on the 22nd of December, ABD provides unprecedented access to the Stylecraft space, showcasing the design narratives that make the space so unique.
Find out more or catch up on past episodes here.
Photography by Nicole England of StylecraftHOME Melbourne Showroom
