SYDNEY: E-commerce site The Grand Social's bricks and mortar retail venture is set to open, launching with an industry celebration this evening.
The shop, called Edition, is located in the central Sydney area of Darlinghurst on the corner of Crown Street and Liverpool Street.
With interiors designed by architect Tomek Archer, the 65 square metre space will stock independent Australian and New Zealand fashion brands and house an art exhibition space, photo shoot facility and offices for The Grand Social administration.
Store co-director Nick Gower said the focus will not be high volume turnover, but rather creating a space for consumers to learn about the brands, inspect product and become involved in artistic events.
"We are showing people why we have dedicated the last six years to pushing Australian fashion," he said. "We have supported the designers that should be supported."
The Grand Social website has a black, white and grey palette, with vivid fashion photography and product images within the deeper layers of the site. Similarly, Edition will be monochromatic and sparse, to serve as a clean canvas for fashion.
“Edition is all about an edit of products: carefully curated stock that doesn’t feel cramped with the primary goal being aesthetics. It’s clearly different to online in this way, which is important to us,” he said.
The Grand Social is an e-commerce portal for multile independent brands and Edition will serve as an extension of the concept. Brands involved include Chronicles of Never, Arabella Ramsay, Jayson Brundson, Alpha 60 and Romance Was Born.