Someday is both a retail store and a gallery by Melbourne based fashion label PAM. Located on the third floor of the iconicly hip Curtin House building, visitors to the store arrive feeling as if they’ve discovered another world, an experience reminiscent of finding a hidden gem down one of Melbourne’s laneways.
The client came to us with an idea of a tree house; we responded with the concept of two distinctly contrasting forest environments, using them to distinguish between gallery and shop; signifying order (plantation) and chaos (wild) respectively.
The ‘wilderness’ of the shop is created using blackened, sharply sculptural trees that support seemingly haphazard structures. Apparently random ledges and openings provide perfect places to display products.
In the gallery vertical timber elements produce the ordered, plantation scene. The repeated posts create a density and thickness to the space but are simple enough to allow the artwork to be the focus.
2005 IDEA Retail, Runner-up, Someday Gallery