t’s been ten years since Great Dane was established in Melbourne, offering authentic mid-century Scandinavian furniture to the design savvy. Since then, the explosion in popularity of Danish and Scandinavian design has driven their expansion into Sydney and now, Melbourne’s north.
Founder and director Anton Assaad had envisaged great things for the opening of the new, huge, space on Johnston Street, Fitzroy. Teaming up with retail designer Gary McCartney and lighting designers at E-Lux from Sydney, Assaad aimed to create “a dynamic retail experience that reflects what Great Dane is about today”. Inspired equally by modern Scandinavian department stores and the northern phenomenon of the midnight sun, the space showcases both iconic designer pieces destined to become heirlooms as well as everyday items like candles and kids toys.
The showroom is dominated by a curved white feature wall already dubbed “the floating cloud” by the Great Dane team. Assaad explains the wall aims to “draw the visitor through the space, whilst allowing an interactive opportunity to view products along the way.” Projections on the dark grey walls help to lighten up the space, another link to the midnight sun.
In the end however, we’re here for the furniture and, design features aside, this is what stands out. For the Fitzroy showroom, Assaad has put together an intuitive collection of new and authentically Scandinavian furniture, lighting and homewares. “Great Dane is about providing inspiration to our clients through classically and simply designed pieces that we love,” he says. “We’ve aimed to create a space that invites clients to touch, feel, sit and interact with each piece in this very unique retail environment.”
Assaad also has grand visions for the future of the Great Dane presence in Fitzroy. A function room, cafe and garden are planned for the near future, but first, TheSuperCool will be setting up shop with their eclectic mix of vintage collectibles, design magazines and so much more.
175 Johnston Street, Fitzroy
Mon to Fri 10am–6pm
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