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Pattern Studio Mixes Sophistication And Minimalism For The Daily Edited Flagship Store in Melbourne

The Daily Edited Flagship Store in Melbourne by Pattern Studio

Sean Fennessy

Josh Cain and Lily Goodwin, founders of the Australian Pattern Studio, chosen blush-tone walls and rose-hued marble for the interiors of the new Melbourne flagship store for The Daily Edited. The recently opened Melbourne flagship store for The Daily Edited is a delicate balance of sweet sophistication and cool minimalism. While the brand is largely an e-commerce venture, the new Melbourne flagship was developed to offer customers the opportunity to visit and become a physical space.

 The Daily Edited Flagship Store in Melbourne by Pattern Studio

In response to the store’s modest floor area (60sqm) decorative, ornamental elements were stripped away with a few key designs to stand comfortably and confidently as focal points within the space. The volume of the store is accentuated by an illuminated datum line. Custom-designed joinery elements including a natural stone table and a point of sale bench take pride of place and double as precious, covetable objects.

Themes including rapid advancing technology and the intangible qualities of e-commerce were a source of inspiration, and influencing the forms and detailing 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.

 The Daily Edited Flagship Store in Melbourne by Pattern Studio

A sweeping curve wraps the interior. 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 is a kind of grown up-cool.

 The Daily Edited Flagship Store in Melbourne by Pattern Studio The Daily Edited Flagship Store in Melbourne by Pattern Studio The Daily Edited Flagship Store in Melbourne by Pattern Studio The Daily Edited Flagship Store in Melbourne by Pattern Studio The Daily Edited Flagship Store in Melbourne by Pattern Studio