Among the hustle and bustle of the QV Building on Albert Coates Lane in Melbourne, Jo Turner, owner and designer of label Francis Leon, has created an oasis.
The scene is Turner’s second retail investment, following the success of her debut store in Brisbane; and the Queensland vibe is something Turner has endeavoured to recreate for her latest venture.
“This store is city central so there’s quite a lot of buzz from passers-by near the store, but we’ve countered this by making the inside of the store very friendly and relaxed, and have used a fairly quirky mix of sensory cues to add to the ambience,” she says.
“There are different textures to spot: from the sandy hardwood fit-out, to the leather and linen furniture, and nautical ropes holding stock in twists, and the blended scent of magnolia and subtle tropicana adds to the feeling that the store is a little slice of Brisbane in the heart of Melbourne.”
Designed solely by the Francis Leon team in a matter of two weeks, the store décor mirrors the brand essence to a tee, but according to Turner, her team paid just as much attention to other factors.
“As we are just introducing the label to Melbourne, it was important for us to be in a high traffic area as many people’s first interaction with Francis Leon is through the store,” she says.
“But we also wanted to be in a location that shared our vibe. We’re not a chain store and our product offering is exclusive and design-based, so it was vital to be situated near like-minded stores.”
The product Turner is keen to protect includes her own label, as well as a select mix of international and local labels, including Fleet Ilya, Rike Feurstein, Macha, Swash, Numero 10, J Brand, New Kid, Oliver Goldsmith and Grenson, and Gary Bigeni.
Displayed on bare black hangers and hung by a slick metal rail, the clothes take centre stage, however, it’s the studio atmosphere that noticebly sets the Francis Leon store apart.
“Part of our concept is to create retail spaces that also play an integral role in the whole business, so the back of the store was designed to be a small photographic studio, and we do a lot of our shoots there while the store is open,” Turner says.
“When that’s not going on, we use the screen to project movies or documentaries. Everything that goes on in the business happens within the stores, which is our way of bringing the customer in and making them a part of the brand – that way they understand the heart and soul of our label.”
