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Alice Euphemia by Edwards Moore

Edwards Moore’s new fitout for clothing retailer Alice Euphemia focuses on the experiential.

Alice Euphemia by Edwards Moore


April 2nd, 2012

In today’s retail world a physical space needs to awe and inspire, creating an adventure for customers at every visit.


In designing the fitout for Melbourne fashion store Alice Euphemia, Edwards Moore sought to create a new retail experience with a focus on the experiential.

Taking into consideration the path of travel of the customer, the fitout encourages visitors to engage with the store.


Ben Edwards and Juliet Moore have created a flexible design that can be changed with each new season and arrival of new stock – maintaining the interest of regular customers and creating a sense of wonder for first-time visitors.

The two levels of the store are connected by an internal staircase, limed white on the upper surface and tinted dark on the underside. The steps form part of the display, supporting mannequins and bespoke illuminated acrylic display boxes that can be easily reconfigured according to the store’s needs.




Underneath the stairs is a darker, cave-like space that sits in contrast with the stark white of the rest of the interior. Here, clothes are displayed on sweeping rails that appear to be floating mid-air.



The result is an inviting, engaging space that nevertheless has an otherworldly feel about it. An extensive and flexible display maximises retail opportunities across the entire store.

Photography: Tony Gorsevski

Edwards Moore

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