A new childrenswear store in Melbourne has put the fun back into interior design, as Assia Benmedjdoub discovered.
Wholesale apparel brand Purebaby was established in 2002, aimed at producing organic clothing for babies and children. Founding owner and creative director Mirabai Winford has since secured international distribution across seven countries, including the US and Middle East, in addition to launching an e-commerce arm.
Last month, Purebaby opened its first flagship store at Chadstone Shopping Centre, a retail complex known for its focus on designer fashion brands. This was very much intentional, explains general manager Craig Missell.
“Chadstone offers impressive customer traffic and showcases a stable of true international brands and fashion houses that are as protective of their brand as we are of ours – all up a great synergy,” he says. “The look and feel of the store had to be an extension of our organic range of babieswear and childrenswear, natural with a touch of innocence.”
Designed by award-winning Melbourne architect Ryan Russell, the 90sqm store was constructed by commercial interiors firm EMAC and located on the lower level of Chadstone. The key fittings and furnishings were designed to reflect the brand’s organic roots, with the centre of the store featuring tree-shaped display units made from painted plywood with exposed edging.
On a broader scale, recycled sandblasted oregon wood panelling wraps around the store’s curved wall, with contrasting white units showcasing the range. Meanwhile, a feature silver birch tree and dangling Bocci lights work together to form a spectacular light installation. There is also a recycled wood cubby house for children; adjacent to which hangs a hand-embroidered sail which acts as a unique change room curtain.
Needless to say, the attention to detail has been noted by customers and centre management.
“As a wholesale apparel business, we knew our brand was strong and well-respected, but it is truly humbling at retail level, hearing the positive feedback and the trust our loyal followers are placing in our brand.”