Ellery Launches ‘InHabit’ by Herbert & Mason

The brief was to introduce a new element to a Westfield centre that allowed emerging designers to reach a broad audience. The solution from many would be a new store. Give the brief to Matthew Herbert (the architect behind Reuben Hills and Gingerboy Upstairs) and you don’t get a store. You get a flexible space that can evolve with whoever’s inside.

InHabit is part concept store, part gallery – an expertly arranged space that gives shoppers access to Australian designers not otherwise represented by Westfield. For Herbert, creating a space that each designer can own was key. “Design came secondary to the tenant. It’s all about creating a place that one can inhabit and personalise.”

The first designer in residence is Kym Ellery, with her eponymous label. Exclusive pieces have been designed especially for InHabit, available alongside a selection of SS14/15 and Resort’15 pieces. Inspired by David Hockey’s swimming pool series, the Resort collection features Ellery’s signature balance of bold tailoring and new-world femininity.

Inhabit is set to cap off a stellar year for Ellery, the only Australian label to be stocked by one of the world’s most exclusive boutiques, Dover Street Market.

“As a brand we are always looking at interesting ways to showcase our collections to our Australian customers,” Ellery says. “Melbourne is a very important market for us. InHabit marks the first time our Melbourne customers will be able to shop the brand in an Ellery specific retail space.”

Bucking the pop-up trend, InHabit will be a permanent fixture. Following on from Ellery’s six-week showcase will be a steady stream of talent including: Dion Lee, Romance Was Born, We Are Handsome and Strateas Carlucci.

With tenants like that, Inhabit will be worth a visit to the suburbs not just once, but every six weeks.

InHabit is located on Level 1, Westfield Doncaster. For more information visit: westfield.com.au/doncaster.