Australian footwear label R.M.Williams has unveiled its newly designed flagship store in Chadstone, Melbourne. 

Conceptualised by the brand and agency E2, the store’s new look features “life elements of the Australian outback and forges a connection with the modern adventurer”. The new design is inspired from the R.M.Williams Boot Room in the workshop in Adelaide. 

The 213sqm store features ambient colours together with recycled wood and efficient lighting and digital equipment. Blackened steel element is used at the store’s facade and workbench in store, resembling the traditional stockyard fencing. 

“The humble Aussie shearing shed with its wooden trusses informed the store ceiling, rusted copper roofs, wire fencing and the red weathered earth of the Australian outback influenced the palette and materials used throughout the store,” said Julian Marocchini, project director at E2. 

The Chadstone flagship store houses a floor-to-ceiling LED screen, displaying the brand origins and video footage by Michael Fletcher from all around the country. This flagship is also R.M.Williams’ first outlet to have a designated women’s boot table and section focusing on key styles and a Made to Order table. 

The boot-making area offers customised service, allowing customers to have their items created in their own preference, including monogramming and personalised messages.

“We are always wanting to share our Australian heritage with the world,” Mathew Hayward, CMO at R.M.Williams. “Through a rusted window our new flagship takes customers on a journey through the craftsmanship and outback origins of this amazing brand.”