Melbourne women’s fashion brand Elka Collective creates beautifully-wearable feminine garments in natural yet luxurious fabrics. When aplin creative was asked to transform their Chapel Street store, the brief was to create a space that reflected their clothing’s unique aesthetic while creating a complementary backdrop to showcase it against.
Located in Melbourne’s iconic shopping district, Elka Collective’s flagship store lives and breathes natural tones and textures with a high-end, minimalistic flavour. In the same way the label layers textures and finishes together in their garments, aplin creative has blended natural marble, sandstone, lime render and rich timbers to create an earthy canvas with a unique European twist.
We selected luxurious natural materials that, like the Elka clothing line, are delicate yet timeless. Terracotta tiles reclaimed from the roofs of abandoned historic buildings in Eastern Europe add authenticity to the fitout. Seamless detailing creates a sophisticated and minimalistic space, while the considered selection of natural materials and artisan application add a human touch to the beautifully-constructed space.
When it comes to the final touches, no detail has been spared. A carefully-curated range of local designers complements Elka Collective’s ‘homegrown’ ideology. Attalos pendant lights created by local industrial designer Coco Reynold are used throughout the space, while Ross Gardam’s Melbourne-made Nebulae chandelier hangs pride of place in the centre of the store.
You can visit Elka Collective’s flagship store at 83 Chapel Street, Windsor, Melbourne.
2020 Finalist in BEST AWARDS