he Bronx, and New York Minute. “The elixirs all encompass NY in terms of spirit, energy, and inspiration. Also through my yoga training they’ve been blended with the energetic body in mind, so each of our elixirs has a mantra attached to it and is blended with a part of the chakra, which is an energetic system,” she said. The juices are all bottled in glass and have a three day shelf life, which means that at present, they can’t be shipped outside of Melbourne. “Providing a cold pressed, 100 per cent organic juice, in glass, were three key non-negotiables for us,” she said. The 45sqm Prahan store was designed by Travis Walton, of Travis Walton Architecture & Interior Design, with the brief to “capture a sense of NY City” and “create a local icon in Melbourne’s growing organic pressed juice scene”. Soft, white metal structures are seen throughout the space in an interpretation of NY’s bridges and fire escapes. According to Walton, the idea was “to capture a sense of NY City without being too overt”. Angled walnut timber battens line the walls, creating a sense of movement, while recessed cut outs provide shelving for the Greene St glass bottles, which are illuminated by uplighting. A soft palette of white, walnut timber, polished cement, and custom black fridges allow the brightly coloured elixirs to be the store’s focal point. “One of the brand philosophies that Natalie has is ‘shine on’ so it’s quite appropriate to have her products literally shining. Whether or not that was conscious or not, we thought it really resonated with the ethos,” said Walton. This story first appeared in Inside Retail PREMIUM issue 2032. To subscribe, click here.