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David Jones - Sunglasses Flagship
Project type
Sunglasses Flagship Shop-In-Shop Concept
Date
2025
Location
David Jones Elizabeth Street Store, 86/108 Castlereagh St, Sydney NSW 2000
Project Completion
Due early 2027
*Concept will be subject change over the next 12 months within completion of the project.
As part of the execution of the Elizabeth Street strategic store plan, we are consolidating our luxury sunglasses brands into a new shop-in-shop concept located on the ground floor. This site presents unique challenges due to the constraints of the heritage-listed building. A key requirement of the brief was to retain the existing shop floor finishes and bulkhead treatments while delivering a refined, contemporary luxury environment.
The design was inspired by the tonal qualities of Calcutta Viola marble, drawing on its rich raisin hues and deep red and brown veining. I also wanted to include a nod to the history of the store by providing a nod to the iconic David Jones piano located at the adjacent side-street entrance on the same floor. Given the generous ceiling height within the space, the design explores the use of an innovative material—Flex Mirror, a lightweight, fully mirrored surface—introduced as a bulkhead element between bays to enhance spatial definition and visual impact.
