The Daily Edited’s New Melbourne Boutique Is Store Goals
The Daily Edited’s first ever boutique sums up the brand’s vision to a tee—it’s personal, luxury yet accessible, and seriously cool. And just like its sought-after designs, the space was made for Instagramming (we guarantee you’ll leave with some dreamy interior images on your phone post-visit).
Located in the Chadstone Shopping Centre in Melbourne’s south east, The Daily Edited flagship is not only one where a legit shopping spree is inevitable (don’t say we didn’t warn you), but it’s one you won’t want to leave thanks to its living-room-meets-office design.
Bold, yet elegant tones of emerald and magenta complement the pastel-hued line-up of products that are ready for on-the-spot personalised monogramming. We chatted with the inspiring founder of The Daily Edited, Alyce Tran, to give us the low-down on this very stylish space—scroll on to take the tour.
MyDomaine Australia: Who designed the space?
MD: What was your inspiration for the design of the space?
AT: I just wanted to do something different to a traditional retail store. I wanted to create a fun and interactive space that felt welcoming and was seriously Instagrammable. I want our customers to be able to touch and feel everything without feeling restricted in any way.
MD: How would you describe the style of the space?
AT: A little bit glamorous, a little bit fun, and just very TDE.
MD: What do you love most about the space?
AT: Our shoppable study nook—it's so inviting I just want to sit in there, open up my laptop and do my work from there!
MD: What is your favourite item in the space?
AT: I love our current window display, we are going to change it regularly but this current install was done by a talented duo from Pattern Studio. I also love the two pieces of art we purchased from Brooke Holm—I actually wanted them for my own home but couldn't quite justify it so I am glad I have them in the store!
MD: What is the most exciting thing about opening your first flagship store?
AT: We've been retailing with David Jones now for a year and I think the main difference with having our own space versus being in a department store is the absolute control over the space we have—we can do what we like and change things up all the time without restriction.