SYDNEY: Womenswear retail brand Bracewell is keeping its fans guessing.
The label has announced plans to set up a pop-up version of its vintage concept store Penny Arcade in World Square, Sydney.
Set to open its doors on Tuesday February 24, Penny Arcade World Square will house 300 square metres of emerging and established fashion labels including Bracewell, Bec & Bridge, Woodford & Co, Mavi, One Teaspoon, Shona Joy, Strummer, Sam Elsom, Andrea and Joen Shoes, as well as a range of vintage clothing.
A Bracewell spokesperson described the venture as "a collective of inspirational people bringing together what they do best."
"Designers will present their collections within their own individual space, and have been requested to contribute merchandising ideas that fit with the overall aesthetic of Penny Arcade - wooden floors, raw concrete walls, 1960’s furniture, orange and moss green highlights
and graffiti."
Founder Michael Bracewell said tough times had forced retailers to be inventive.
"A retail space with a difference is my goal."
The World Square outlet was inspired by some of his favourite shopping destinations, he confirmed, including London's Dover Street Market, Killawatch Paris, Harajuku Tokyo and Melbourne's Penthouse Mouse.
Penny Arcade's former outlet in Foster Street, Surry Hills, closed in December. Penny Arcade by Bracewell will be located at World Square Shopping Centre, George Street for a minimum of three months.
Bracewell operates three other stores, at Paddington and Bondi Junction in Sydney and South Yarra in Melbourne. The brand is also stocked at over 200 independent boutiques nationally, as well as stores in New Zealand, Korea, Malaysia and Singapore.