The idea that two clearly different labels could share the one space and not only avoid clashing, but collaborate in designing a delightful, clever new store environment was the thinking behind Melbourne designers Clea Garrick and Virginia Martin’s new pop-up space in QV.
The two brands exist on two different ends of the design spectrum. On one side, there’s Martin’s label búl, with its fine tailoring, classic shapes and luxe silks and cottons. On the other, it’s Garrick’s playful label Limedrop, with on-trend silhouettes and explosive prints. Set in a bare concrete space, this combination may have led to a jarring mismatch, but the two feel nothing short of complimentary in the QV space.
“We are two very different labels and that is key to the whole store concept,” says Martin. “The space has been designed so that we coexist side by side, but still celebrate what makes us different.”
The two friends are well versed in transforming retail spaces into perfect fits for their respective labels. Martin, who started búl in Melbourne’s iconic Curtin House, boasts a flagship store on Brunswick Street, while Garrick is now a pop-up store veteran, launching in the GPO back in 2009 and hosting spaces all over Melbourne and Sydney. But it was the QV location that had them really keen on this joint venture.
“We have always loved the QV Melbourne,” says Garrick. “It’s open and really captures the Melbourne laneway shopping experience, so we jumped at the opportunity to be part of the cluster of exciting fashion shops there.”
It may be a pop-up, but that doesn’t mean that the selection is limited. búl is stocking their full spring/summer 2012 range of clothing, swimwear, shoes and accessories seen earlier this year at Melbourne Spring Fashion Week, while Limedrop has their full new season range, as well as lingerie, their Rosewood jewellery line and their signature floral headpieces.
With mosquito netting and canvas draped from ceiling to floor, stepping into the store feels like ducking into a lavish summer tent.
“We have had visitors to the shop saying it reminds them of the Wes Andersen film, Moonrise Kingdom,” says Garrick. “That is certainly the experience we want to create.”
The búl & Limedrop pop-up shop will be open until the 19th of January.
búl & Limedrop QV Pop-up Shop
Albert Coates Lane, Melbourne
Mon - Wed 10am - 6pm
Thurs 10am - 7pm
Fri 10am - 9pm
Sat 10am - 6pm
Sunday 10am - 5pm