Welcome to Assembly Label Chermside, a new bricks-and-mortar embodiment of our brand and a love letter to Australian design. Every store is an authentic expression of Assembly Label’s minimalist aesthetic and this new space stays true to our naturally evolving style, while taking inspiration from its Queensland location.
Assembly Label has taken up residence in Chermside. The new store was designed by esteemed architecture and interior design practice IF Architecture and is dedicated to creating a connection between the brand, the community and the built form. Located in Westfield Chermside amid the buzz of a major retail destination, the new space is a breath of fresh air that retains the warmth and repose that Assembly Label is recognised for. “IF Architecture strives to create in-store experiences that are immersive, unforgettable and that are exemplary of the Assembly Label lifestyle,” says IF Architecture director Iva Foschia. “Our goal was to create a seamless and integrated experience that leaves a lasting impression on customers and keeps them coming back for more.”
Tasked with translating Assembly Label’s design language for this new location, the team at IF Architecture “leaned into the principles of minimalist design” and established visual harmony through thoughtfully layered textures, hard and soft materials, and warm and cool neutral tones. Natural oak floorboards with a soft cloud-like finish, travertine tiles at the entrance and warm off-white walls with a fine grain set the foundation for the entire space. Assembly Label’s connection with coastal environments is expressed through more layers of natural materials in the changing rooms, including woven linen blend curtains that create an elegantly draped effect and a sisal floor covering in a chevron pattern that introduces the feeling of natural texture underfoot. These elements encourage relaxation and create a seamless transition throughout, inviting visitors to explore new season collections and design offerings at their own pace.
For this new design project, Assembly Label worked with long-time collaborators Mr and Mrs White on the handcrafted timber joinery. The pièce de résistance is the long white oak counter, which sits at the heart of the store. Above, rice paper pedants cast a flattering light while lamps on the walls double as decorative sculptures. The soft curves and natural glow of the lighting creates a sense of comfort, which is furthered by the arrangement of a sitting space complete with a custom white oak sofa, travertine coffee table and Carl Hansen & Søn chairs. This balance of timeless furnishings and natural finishes inspired by the coast embodies the brand’s DNA and showcases exceptional Australian architects, designers and makers. We welcome you to experience the new Chermside store and be a part of this next chapter.