This New Zealand Lingerie Store is an Interior-Lovers Dream
Intimate, modern, and romantic are three words that sum up coveted lingerie label, Lonely. And the same could be said for the brand's two New Zealand retails stores that have sent us into a Pinning frenzy.
Located in Auckland’s inner city suburb of Ponsonby, and also the country’s capital, Wellington, the stores—which opened late last year and 18-months ago respectively—epitomise the brand’s distinctively sophisticated aesthetic. Both spaces are minimalist and sleek, but exude an inviting warmth (apt for the location’s cooler climate), thanks to its textured finishes, mixing of metals, and the curated collection of furnishings that belong on an Instagram feed—stat.
We’ll be replicating the combination of soft, blush pink linen fabric, subtle hints of gold and brass, teamed with warm grey and marble surfaces—talk about dreamy.
We spoke with Lonely’s creative director, Helene Morris, to find out how they came to create such heavenly spaces. Scroll down to take the tour.
MYDOMAINE AUSTRALIA: What was your inspiration for the design of the space?
HELENE MORRIS: We wanted to create a space that epitomised our brand values and an environment that focused on our customer and their experience. We wanted a sense of domestic feel that is contemporary and beautiful, spacious yet intimate, and a place where customers are transported into our world, into the Lonely way of doing things. These are happy places that uplift the customers.
MD: What do you love most about the space?
HM: I love the feeling of calm the stores have.
MD: What it your favourite item in the space?
HM: I love the central sofas in both of the stores. To be able to sit and complete your purchase sitting down comfortably is so enjoyable. They help to give the store its domestic feel and relaxed atmosphere.
MD: How long have you occupied the space for?
HM: We opened our Wellington store late last year and Ponsonby has been open for 18 months now. We are currently also working on our third store which opens in August and is a really exciting progression for Lonely retail.
MD: How does the space influence and inspire your work?
HM: I love that our spaces can hold our full collections together in one place. It’s amazing to be inspired by the space that will be home for each collection, from the finishing’s and colour palettes, to the beautiful materials—I am constantly inspired by our spaces.