Nestled in the prime fashion precinct of Brunswick Street, Melbourne, between Gorman and Flowers Vasette, is the latest retail venture by fashion label Búl. The Fitzroy location, due to open this month, adds to Búl's growing retail network, including its first store in Swanston Street and another planned to open in Church St Brighton in July.
Designer Virginia Martin says she hopes the premium location Brunswick street store and the calibre of neighbouring boutiques will attract new clientele to the store and increase awareness of the Búl label. “Fitzroy is a shopping destination with individuality and style, reasonable rents and good foot traffic,” she says. “Having our studio and office there already, we are really looking forward to adding our flagship store literally 100 metres away in this prime fashion area. Brunswick Street is definitely a destination for locals and tourists and with our complementary neighbours, we will also be introducing Búl to many new faces.” The latest Búl outlet, like the clothes, is stylish and relaxed with clean lines and a natural vibe. Designed by Melbourne architect Michael Macleod, who is also responsible for Búl's original store and the upcoming Brighton store, the space spans 100 square metres and is organised around the idea of playing with interior versus exterior spaces.
Behind the double window frontage lies a wide and weathered timber deck which stretches along the shopfront, adorned with outdoor-style lighting and furniture and doubling as an event area. This contrasts with the central lounge, designed as a more intimate, enclosed space, with low ceilings and domestic furniture. To the rear of the store, a cedar-lined wall spreads across the full width of the store, acting as a folding screen and disguising the fitting rooms and store rooms behind.
Martin believes it's the bare simplicity of the store which will set it apart from other retailers on the street. “The store is a fit-out of a large empty concrete shell. Rather than spending money on acres of standard wall and floor and ceiling finishes we have instead left the bare material of the building mainly exposed and concentrated on creating separate, carefully detailed smaller spaces. All the fittings have also been crafted from solid timber by hand, a level of craft rarely seen in a typical store.” The new store will carry Búl's latest autumn/winter 2011 range for men and women, which mixes classic shapes with comfortable leather pieces and a denim line – a recent addition to the Búl apparel offering.
“We all know how difficult it is to find the perfect pair of jeans, so [we thought] why not make our own! This collection continues to grow, leading with an attitude of giving the people what they most desire – wearable, timeless pieces for any occasion.” Búl's target market is 20 to 40-year-olds and garments retail between $100 and $200.
