Camilla and Marc has opened its 15th Australian boutique at Pacific Fair on the Gold Coast, using the store to debut a new design direction for the label.
The boutique opened this month and was designed with Akin Atelier, the studio behind several of the brand’s previous fitouts, including its James Street boutique in Brisbane and its Chadstone store in Melbourne.
The space takes a softer, more coastal approach than earlier stores, according to the brand, introducing more colour and texture while keeping the architectural lines the brand is known for.
“We wanted Pacific Fair to feel unique and somewhat different to some of our previous stores, less urban and more coastal, with a sense of lightness when you enter the space,” creative director Camilla Freeman-Topper said.
“It gave us an opportunity to work with colour and texture in a softer way, while still creating a strong and powerful environment that feels distinctly Camilla and Marc.”
The storefront is finished in a bespoke lime-based render, offset by chrome window frames and chrome Venetian blinds. Inside, tumbled limestone runs across the accessories wall behind the point of sale, paired with a high-gloss green tiled counter. Flooring combines tumbled limestone tiles with a hand-loomed rug.
The boutique stocks the brand’s ready-to-wear, accessories, footwear and jewellery collections.
The opening adds to the brand’s Queensland presence, following its James Street boutique, which was its first in the state and 10th nationally.
At the time, co-founder Marc Freeman said the brand was looking to grow its retail footprint, but only in premium retail locations.
Pacific Fair is not the first time the brand has used a custom render. Its Bondi Junction boutique featured a green Marmorino render throughout, while the Chadstone store leaned on travertine stone and was the first to carry the brand’s refreshed identity.