Oscar & Wild Camberwell is a woman’s fashion boutique owned by the effervescent Iranian born, Melbournian Paloma Hatami. This is the second of her stores following the opening of her original Kew store in 2009.
Oscar & Wild stock garments and accessories sourced from locations such as Iran, Dubai and Morocco as well as containing celebrated Australian Designers and International brands catering to fashion savvy clientele. The selection and combination of pieces are rigorously and passionately sourced by Paloma herself, of which the composition is a very real representation of her rich history & style.
The inspiration for Camberwell follows on from that of the original Oscar &Wild which was self designed and also heavily influenced by the exotic iconography of Paloma’s Persian heartland. The brief for the new store called for continuity “of the middle eastern flavour, with evolution”. This store plays on the story of the first and a beautiful found Moorish door arch from Morocco which adorns the entryway of the original shop. Camberwell reinterprets this and the clients love of the French influence in Moroccan interiors and particularly the texturing of the Arabic Mashrabiya screen seen widely in traditional Arabic Architecture.
In this store the point of departure was an experience of old gold souk (market) in Morocco where a row of arches continue on infinitely and span in both directions (matrix like). Here, re-interpreted rather than replicated, a set of 3 gold arches line the length of the store with accompanying side arches clad in mirror complimenting the sideway activity of the hanging racks. The main graphic of the store is the patterned infill panelling, a modern interpretation of the Mashrabiya which allows light in and out of the apertures playing on the similar filtered light effect one experiences within a souk under the harsh middle eastern sun.
The existing site contained a bridal shop with 2 spaces at different levels with various landlord constraints such as step configuration, wrought iron gates and ornate pressed metal ceilings not relevant to the theming of this brand. Rather than tamper with these & dilute the budget, the strategy of ‘Mashrabiya screening’ enabled an opportunity for minimal change to the existing condition. The perforated shroud took on the methodology of an ‘installation’, inserted within the space and set off walls & ceiling meaning minimal demolition & reduction of on-site work. Newly inscribed organic shaped ‘columns’ allow a loose order that conveniently covers structural piers and allows storage & service concealment.
Archways at the front &rear of the main space meant that the front facade could remain unaltered (a cost saving) allowing a holistic complete enveloping & ‘graphical’ enclosure of the main space. The gold ‘ribboned ‘ edge of the archways extends throughout the store - with the final arch framing a dressing mirror - completing the ‘arcade’ metaphor and the feeling of spatial continuity through the length of the store. This vortex like movement and play on perspective render the interior immediately spatially interesting, encouraging visitors off the street and adding mystery & depth beyond the confines of the space.
Materials and colours are brand specific yet restrained so as not to overpower the product - travertine, mirror, gold, brass & organza. ESD principles include the construction methodology, lighting (LED), low formaldehyde panelling, low VOC paints.
Colour plays a big part in setting this project apart and providing a vibrant, strong and dynamic new graphic for the brand. In a move away from darker more moody interiors the client wanted this space to be unashamedly about warmth & light - mediating Arabic motifs with the simplicity of warm whites (Berkshire), warm LED lighting & creamy Travertine Marble. The hero colour is undoubtedly gold. The use of the gold ‘ribbon’ to form the arches, the brass fittings and the gold sheer curtain fabric all give this project an edge in a turn away from the tried silvered versions of metal colouring. In an authentic and relevant brand specific usage, gold not only brings ubiquitous glamour & luxury but provides real dynamism and vibrancy in both colour and form.
The result is crisp, robust, & vibrant, continuing the theme of the previous store & providing a new brand evolution statement for this independent retailer. In age on-line shopping it hopes to provide a retail experience like that of a ‘Moroccan Souk’, involving a journey of adventure and discovery.
