Mimco’s new Chadstone flagship store by Studio Doherty marks a new era for the iconic Australian brand. The stripped back palette, bold architectural curves, intricate detailing, and layered materiality coalesce into a retail space that pays homage to the brand’s heritage and evolution. Studio Doherty worked with the client to develop a timeless architectural language. The store design marks a change of direction for Mimco, who wanted a new approach that was equal parts bold, dynamic, and sophisticated. The store also needed to manifest a sense of calmness and restraint, which allows the rotating and ever evolving product range to take centre stage.

Curved, sculptural form is used to great effect throughout the design. The curve aesthetic is particularly apparent when first approaching the store – the grand, sweeping green arch to the store facade immediately demarcates the space from the busyness of the surrounding tenancies and the knee height rendered plinths piercing through the storefront glazing provides a taste of what awaits inside. Undulating walls are punctuated with rounded plinths, a gesture that extends to the entire perimeter of the store and is used as means of gently guiding the customer through the space. The plinths were highly considered architectural forms that were designed so that they could easily double as display opportunities for bags and accessories.

The customer experience was central to the design process. Both Studio Doherty and the client wanted to create a boutique space that that had different moments of interest peppered throughout.The jewellery display, complete with lowered bulkheads and eye height mirrors are designed in a way to create an intimacy that eschews the grandness of the entry to the store. This deliberate demarcation is evident throughout the store displays, which were all extensively considered and designed to show off a wide range of product – from the minute sterling silver jewellery to large overnight bags.

Sculptural form is woven throughout the architecture, this is particularly evident in a fixed display situated towards the back to store, which consists of tiled column piercing through floating display plinth, complete with winding display rail. This sculptural insertion is punctuated by a curved recess to the ceiling (which doubles as light feature) directly above, both work together to act as a visual anchor in the store, which both draws customers in and encourages them to meander around the display. The height of the tiled column is in direct contrast to the lower plinths dotted throughout, which only adds to the allure of the feature and the products it’s highlighting.