Unapologetically feminine but not overly girly, slick and precise like a Swiss watch but never mechanical or cold – The Daily Edited (TDE) flagship sits as a perfectly poised extension of the Australian accessory brand success story, lovingly conceived by Sydney-based design darlings, and Yellowtrace favourites, Pattern Studio. The brand’s latest bricks and mortar store continues the partnership between the two companies, (see TDE’s Melbourne flagship by Pattern here), this time in Sydney’s iconic Queen Victoria Building.

Pattern have continued to build on the visual language they’ve developed for TDE over the last five years, adhering to the established design ethos that couples “cool minimalism and sweet sophistication”. Once again restraint and material tactility reign supreme, along with the brand’s signature shade of pink.

Working with a modest 60sqm footprint, Pattern opted to envelop the tenancy’s walls in quilted, fabric-wrapped panels, covered in Foss designed by Louise Sigvardt for Kvadrat. The grid-patterned surface of the walls cleverly conceals ample volumes of storage space hidden within.

Populating the shop floor are a number of sculptural, stainless steel elements, including the store’s point-of-sale and monogram counters. The heft of these curved, metallic forms is offset by the softness of the pink panelled walls and the lofty, light ceiling, achieving a sense of carefully calibrated tension that’s central to the interior’s visual success.

Honed candy-toned terrazzo — Pavlova, by another Yellowtrace favourite, Fibonacci Stone — lines the floors and counter surfaces, bringing another subtly textured layer to the material palette. A gleaming, mirrored table lamp — designed in 1972 by the Danish architect Louis Weisdorf, and reissued by Gubi — adorns the sales counter, adding a touch of 1970s retro cool to the ultra-futuristic vibe within the interior.

The completion of Australian accessories giant The Daily Edited’s latest space coincided with the beginning of the latest Sydney Covid-19 lockdown. The store’s been patiently sitting and waiting, ready to open its doors this Spring with the current easing of the restrictions.

[Images courtesy of Pattern Studio. Photography by Traianos Pakioufakis.]