Melbourne fashion label búl brings a touch of the seaside to Brunswick Street, Fitzroy.

The búl aesthetic is all about classic yet contemporary, beachy and relaxed yet sophisticated and stylish.

The clothing label’s second retail space – following their flagship store tucked away in Melbourne’s Curtin House – is a combination of all these elements.

 

Inspired by the Californian coast and búl designer Virginia Martin’s love of Victorian beaches, the store is designed to resemble a beachside hideaway.

 

 

Weathered timber is used throughout the interior, complemented by a natural, pared down colour palette.

 

Fitting rooms are decorated with floor to ceiling beach scenes.

The overall effect is one of stepping into a beach shack.

“The entire store is organised around the idea of playing with interior versus exterior spaces,” explains designer Mike Macleod. “Rather than spending money on acres of standard wall and floor and ceiling finishes we have instead left the bare material of the building exposed and concentrated on creating seperate, carefully detailed smaller spaces.”

 

“The ocean is always a constant in my design aesthetic, and I wanted this flagship store to reflect that,” says búl designer Virginia Martin.

“The variation in colour of the sea, sand and cliff faces from season to season and location to location around the world are constantly inspiring to me, and invariably find their way into the earthy hues of each collection.”