Luxury fashion retailer Marais has launched its first location for men in QV Melbourne, which it dubs a “fashion lab” for menswear design.

The retail space showcases the brand’s offerings with floor-to-ceiling digital video screens, a projector, and LED lighting, and features a white aesthetic, mirror, glass accents, and suspended railings.

“The consumer is seeking out more of an experience versus a traditional in-store transaction,” said Hiromi Yu, founder and CEO of Marais Enterprises. 

“Our shoppers, particularly in the menswear space will experience an ever-changing space; a fashion lab where nothing will ever be as it was before. We wanted to craft a ‘blank canvas’ we can design, re-design and change anytime according to what our customers are looking for.”

Founded in 2004 in Melbourne, Marais is a high-end clothing brand modelled around the style of a Parisian apartment. The boutique ranges from well-known brands including Givenchy, Off White, Alexander McQueen, Balenciaga, Loewe, Mason Margiela and Palm Angels. 

After years of operating as a brick-and-mortar store retailer, the company last year introduced an e-commerce shopping option.