Behind the design of Albert Park

This month, we celebrated the opening of our new boutique in Albert Park, Melbourne. Created in collaboration with interior design studio We Are Triibe, the team behind several of our existing stores, Albert Park boasts a spacious interior with a unique, elevated design inspired by Japanese architecture.

Setting itself apart from other retail environments, the Albert Park boutique was designed to become a destination for both fashion and lifestyle. For the first time ever, we will be showcasing a thoughtfully curated selection of pieces from contemporary Australian interior brands including Mr and Mrs White, known for their handcrafted furniture; Halcyon Lake, specialists in artisanal rugs; and Euroluce, crafters of considered light design. These collaborations reflect our continued commitment to supporting Australian design, celebrating quality craftsmanship and creating an immersive, community-focused experience in-store.  

Below, we speak with Jessica d’Abadie, co-director of We Are Triibe, to explore the inspiration and intent behind the new store’s design. 

Can you share the vision behind the Albert Park store? What inspired the look and feel of the space? 

Our core intent behind the Albert Park store was to make it feel like a home. The overarching concept was the idea of an Assembly House, where we treated the spaces like areas of the home, to encourage visitors to relax and enjoy the space a little bit longer, to settle in like you would when visiting a friend’s place. We did this by creating walk-in wardrobes rather than changerooms and comfortable, relaxed lounge spaces. By working with Australian furniture, rug and lighting makers, we made the space feel like an extension of a home, with materials that speak to the location of Albert Park and Melbourne. 

How did you approach blending Assembly Label’s signature style with the unique character of Albert Park? 

Warmth and light were key elements we wanted to incorporate into the new space, which we achieved with a feature atrium anchored in the heart of the store. We also combined elements of Assembly Label’s signature style and added new details and character to develop it further. Just as the Assembly Label brand has evolved over the years, Albert Park is too a natural evolution of the brand’s store design. 

What were the key materials used in the design of this store? 

We added key materials in this store such as soft carpets and warm timbers to give Albert Park a warm and inviting feel. The materials, furniture and art selected were specifically chosen to give the space a residential feel and to make it feel like your home away from home. Key materials of spotted gum timber and bluestone were also chosen to speak to the sense of place.  

How does this space compare to other Assembly Label stores—what feels familiar, and what sets it apart? 

I believe that as you enter the Albert Park store you instantly recognise that it is an Assembly Label space. Not only from the clothes hanging on the racks, but from the spacious and minimalist approach that they’ve always taken to their interiors. Although, there is a stronger focus on the idea of the home which is emphasised through the materials selected.  There are joinery and design details that repeat throughout this store which connect back to the brand’s first store in Bondi—subtly threading the brand’s history into its present identity. 

What can Assembly Label customers expect to feel when they visit the space? 

Welcomed, as though you’re visiting a friend’s home that has a sense of calm, familiarity and ease.