Photography: Ross Honeysett
Australian contemporary jewellery label, SARAH & SEBASTIAN make their next move this week with the opening of their first flagship store in Paddington.
Twelve months in the making, Sarah and Robert have teamed up with celebrated architect, Mark Landini of Landini Asscosiates, to re-imagine traditional bricks-and- mortar retail. Prime positioning in the heart of Oxford St, the location was not only chosen for its destination appeal, but also the unique combination of an ultra-modern space within a heritage-listed site; not too dissimilar to SARAH & SEBASTIAN's jewellery in its appreciation for traditional craftsmanship approached in a contemporary context.
The store exterior pays homage to the team’s design philosophy of beauty, simplicity and
timelessness. No detail was overlooked during the fit out; considered finishes such as the display cabinets, which transform from mirror to clear glass, and a custom-built jewellers bench that functions as point of sale, elevate the seemingly minimal space to a 360 degree immersion into the SARAH & SEBASTIAN brand.
Achieving a unique, experience-focused design was paramount for the project where the customer's first impression and overall journey were always kept front of mind. Entering what is seemingly an empty space, customers are taken on a tactile journey, told through the story of SARAH & SEBASTIAN collections. After an introduction to the brand, the retail assistant creates a personalised experience, curating and illuminating the two-way mirror system to showcase imagery, videos and product relevant to the customer's interests and desires. As a result, no two visits to the store are quite the same.
Maintaining the brand's handcrafted method, the SARAH & SEBASTIAN flagship store will, act as an immersive showroom. Customers can browse and try products, core pieces can be taken home immediately, with specialty pieces being couriered to you within 3 days. In addition to the retail experience, there will be a jeweller offering on-site refurbishments, repairs and restorations to SARAH & SEBASTIAN product. This speaks to the brands love and belief in their product, ensuring its longevity for their customers.
Emblazoned on the eastern side of the building is a decal depicting an image from the brands WHITE category. The model wears multiple stacked rings celebrating this exciting new engagement collection. Designed as a modern take on bridal accessories, an exclusive co-creation service is available to customers in the Paddington boutique.
We asked SARAH & SEBASTIAN creative director Sarah how she felt about opening her first store, her response was ‘these days we are overloaded with digital advertising and media, we wanted to give our customers an opportunity to take time out to learn about us in a tactile setting, and I think we’ve done that in a way that hasn’t been done before’.
The SARAH & SEBASTIAN flagship store officially opens on Thursday 30th November 2017 and is located at The Kiosk, 261 Oxford Street Paddington NSW 2017.
Monday - Wednesday 10am - 6pm
Thursday 10am - 7pm
Friday - Saturday 10am - 6pm
Sunday 11am - 5pm