Set foot inside any one of Aussie brand Assembly Label’s stores and you’ll notice one thing: there’s a complete and utter lack of fuss. It’s that modern effortlessness you want your own place to emulate and suddenly dousing your walls in white paint, sanding back your bookshelves and lovingly investing in a family of pot plants seems like a fabulous weekend project.
It takes a good eye to mould a retail space this cool, and here that eye belongs to the label’s creative director, Damien Horan. Come with us as we take a look around the brand’s Fitzroy and Armadale stores, captured by photographer Terence Chin, and find out what it took to bring them to life.
When you were coming up with an idea for the space, what inspiration did you use?
The underlying values of Modernism have an influence on our store concepts. Relentless simplicity and a ‘less is more’ approach is consistent and true to the Assembly Label brand.
We also look at a lot of modern interiors to create a relatable ‘homely feel’ throughout the space. These influences, combined with a design that works harmoniously with the existing architectural space, are at the forefront of our minds.