or those who prefer to take the stairs, Alice Euphemia’s latest fit-out features a new mountain-inspired staircase that fills the entire fashion shop. These steps, however, aren’t made for walking, they're to be admired in awe.
The designers from EdwardsMoore (also known for stage projects for Architecture in Helsinki) have made good use of quite a small space. Underneath the ‘mountain,’ the cave like feel is warm but open. But it also opens up the space, encouraging customers to explore the whole store rather than only the ground and in the process creating a massive display that incorporates the entire height and width of the store.
The ‘mountain’ and it’s steps are adorned with beautiful jewel-like clothes such as the Never Ending Story inspired regal coat with tassel-like extensions lovingly hand-crafted by one of the designers’ mother, designed by Romance was Born. Further along is an outfit composed of the brightly coloured scarves of fashion icon Jenny Kee.
Looking up from the bottom of the mountain, store manager Victoria Gordon looks up to admire the work, commenting that customers are already calling it the Stairway to Heaven. Glancing back at the breathtaking clothes adorning, she says with purpose, “You know, I think it’s true.”
Alice’s upstairs has become more accessible, now devoted to vintage doyenne, Claire Inc. The lighting for the stairs is a concept by Blue Bottle as part of Windows by Design, a show featuring ten stores as part of the L’Oréal Melbourne Fashion Festival cultural program.
Store design is all well and good, but of critical importance are the clothes. Alice has lost none of its relevance and impeccable buying – along with Jenny Kee and Romance Was Born, there is an array of talented designers and jewelers instore. These include Lover, Michael Lo Sordo, Christopher Esber and Magdalena Velevska, as well as exclusive sunglasses by Colony and the store’s famed jewellery selection.
Alice’s innovative revamp means they continue to be at the forefront of Melbourne’s shopping scene as they barrel towards their fifteenth anniversary in June.
Shop 6, Cathedral Arcade
37 Flinders Lane, Melbourne