melbourne: verner store opening

© verner / photography: simon shiff

previously part of a short-lived fashion duo, designer ingrid verner decided to go solo in 2012 and never looked back. since then her eclectic women's designs have gone from strength to strentgh, mashing up street elements, sportswear and leisurely hints of couture into strikingly contemporary silhouettes. with the verner brand now on the radar of most of melbourne's young and fashion-conscious damsels, the young designer takes her operations to the next level. by setting up shop at mitchell house - a landmark art déco building in the heart of the city where her atelier is also situated - the brand not only gains further exposure, but also a purpose-built and therefore seamlessly matching context which resonates the brand's values at its best.

innovative architecture practice sibling was enlisted to design the compact retail space on the second floor, and it has once again held up that reputation by creating a simple yet visually stunning setting. the room is cordoned off on one side by a wall of perforated corrugated steel. wafer-thin and dipped in a white hue, it forms the backdrop of niftily designed clothing racks, suspended from the ceiling with wooden rings attached to black rope. opposite the same intervention is repeated, but complemented by a plastered wall and boxy wooden furniture pieces. the verner store currently stocks the s/s 2015 eat cake collection, a range of women's items which takes cues from the many, and often sugar-coated, movie clichés and connotations that are linked to the city of light, but paired with dictinctly laid-back aussie perspective. location: mitchell house, 358 lonsdale street, second floor [cbd].

© verner / photography: simon shiff