Australian fashion and lifestyle brand, Camilla, has opened its 17th store at the Queen Victoria Building in Sydney’s CBD, turning what was previously a pop-up store at the same location into a permanent space.
The new boutique, which opened last week, includes the full Camilla lifestyle offering of womenswear, men’s, childrenswear, accessories, shoes, swimwear and home.
According to Camilla Franks, founder of Camilla, each piece in the new store is infused with a story of cultures and colours from her travels.
“When someone steps inside a Camilla space they are transported into a magical world filled with treasures I’ve collected to sit alongside my collections,” Franks said.
“I like to take people out of their everyday life into our world and all that represents. I call it poetic retail,” she added.
The QVB store features a life-sized replica of a Chinese Terracotta Warrior, Moroccan lanterns and Frida Kahlo’s hypnotic gaze from the fitting roo, which mirrors the Topkapi palace in Turkey.
“I want our stores to be temple-like; a place of homage that draws you in to reflect and enjoy the moment in front of you. Hopefully the world stops here for a minute,” Franks said.
Access exclusive analysis, locked news and reports with Inside Retail Weekly. Subscribe today and get our premium print publication delivered to your door every week.