ELK: LITTLE COLLINS FLAGSHIP STORE
In January 2017, we opened our first ELK flagship store. After nearly 14 years this exciting new store marked a landmark occasion and an exciting step in the ELK journey.
This space is located at 182 Little Collins Street within a heritage building with a rich retail history.
“Once we saw the incredible original features, like the curved glass, we knew it was the space for us," said our Co-Founder and Creative Director, Marnie Goding.
When planning the design of the space, Marnie and Adam collaborated with renowned interior designer Fiona Lynch to create a very unique and welcoming retail environment that reflects the ELK aesthetic while still pushing the boundaries of innovative interior design.
“We really wanted to create a space that was progressive in a design sense but remained warm and respectful to the ELK brand heritage. The brief to Fiona was to create this design evolution through the use of considered finishes, warm lighting, soft flooring and functionality as a priority.” Marnie explained.
Fiona’s design response to this brief was to use a natural colour palette while creating depth and interest through the choice of finishes and materials.
“Despite it being a small space, there was a lot of detail to consider,” Fiona added.
The resulting design creates an environment that is both warm and inviting. Supple leather adorns the pull-out accessories wall to encourage touch while aluminium details, luxurious Corian stone and brass all play a role in creating a comfortable experience.
“Functionality was a key consideration in the design of this space. The conceptual architectural ceiling grid offers essential flexibility and versatility in the space for product display, while materiality was pushed in creative ways to add texture and warmth to the space,” continued Fiona.
A truly bespoke collaboration in every sense, Marnie, Adam and Fiona Lynch were able to engage with local makers and craftspeople to add warmth and personality to the modern design.
“Within our business, collaborating with artisans is central to what we do so to have the opportunity to work with such talented creatives made the process very enjoyable."
"From hand polished plaster, bespoke stonemasonry, leather makers and sculptors all bringing their craft to the space made the process a true collaboration of artists," Marnie explained.
ELK Little Collins is now open at 182 Little Collins Street, Melbourne CBD.
Drop by and visit our friendly team during open hours: