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?
Alyce Tran: The space was designed by Natalie Longheon from Just Add Cream and built by Red Exhibitions.
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.
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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!
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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!
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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.
If you can't make it into store, do the next best thing and shop the TDE collection online.
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