One Teaspoon blasted into Sydney retail with two new concept stores opening at once. Melinda Oliver explores the look.
Womenswear label One Teaspoon is not afraid to make a bold statement, so it is no surprise that the brand decided to hit Sydney with two new retail stores in one go. Run by designer Jamie Blakey, the youth-oriented brand has long been stocked in majors such as General Pants, David Jones and Glue Store. It also has a boutique presence in over 30 countries. However, with a growing spectrum of product categories, Blakey said it was time to offer a full experience to customers.
"It's been 10 years since the brand started and we need to tell our own story now," she said. "We were looking at the two sites at the same time and felt they were perfect for us.We really can't imagine having one without the other."
Located in an old terrace building on the corner of Crown and Devonshire streets in Surry Hills, the first store (pictured) has an eclectic interior fit-out. Customers are enticed to explore eight rooms across two levels, with goods on offer spanning underwear, daywear, denim and accessories. The store is also home to a new military-inspired basics collection called 'The Defenders'.
Designed in conjunction with Sydney-based Snell Architects, the 250 square metre space combines vintage touches and a tougher aesthetic sentiment. Taxidermy, skulls, references to motorcycle culture, velvet chairs and traditional sewing machines are part of the look.
The main room features dramatic leopard print carpet, an oversized hanging chandelier, an old-fashioned counter and exposed metal chains, which suspend clothing rails from the ceiling.
A smaller room with plush blue carpet and heavily curtained changing areas is lit with theatre-style lights. Nearby, a white room has animal horns on the walls next to racks of denim.
In addition to the brand's modern, it-girl designs, it stocks vintage frocks which can be hired for events. Adding to the yesteryear charm is a heavy wood book case with fashion and design books. An outdoor courtyard is being constructed.
The second store, located on level four of the Westfield Sydney complex, is smaller, at 130 square metres. The two openings coincide with the news that One Teaspoon will be rolling out four concessions in David Jones department stores this year.