CLIENT Monash University
PROJECT Commercial
DATE November 2022
LOCATION Collingwood, Victoria
SCOPE Interior Architecture
Brand Identity
Styling
BUILD Unbuilt
ATARA Parfumerie
ATARA Parfumerie :perfect blend of nature, science and industry
For ATARA’s newest Melbourne Showroom, we drew on the site’s surrounding context and played into the brand’s environmental standards through the use of smart, adaptive reuse.
The site, located in Collingwood, is an old warehouse in a street with significant heritage overlays. In order to activate the site, we designed a flexible space to be easily adapted, changed and altered to suit the use.
Engaging with local artisans and makers, ATARA’s flagship store steers away from the typical retail experience and invites passers by in to experience the space similarly to that of a gallery. The aim was to ignite the wanderer; to let people roam freely and comfortably. We achieved this through the plan using and working with the existing structure and miesian-like grid layout to create privacy and transparency where necessary.
Thorough research into retail experience, the greeting counter is located off centre so as not to intimidate passers by and to allow circulation through the central nodal points and into each of the spaces. The central lounge space allows guests to rest while still engaging with each of the spaces. Each of the perfume displays are visually connected allowing for a local flow of circulation through the store.
Part of the brief was for the perfumerie to connect in with the local arts community and to be able to hold gallery exhibitions, stock and sell local artist’s work, and showcase local talent. The official gallery space at the rear of the plan connects directly with the artist in residence room above and with the retail store. Its open plan allows for an array of multidisciplinary uses, with the addition of ample storage behind to accommodate its user.
Also at the rear is the inclusion of a workshop space available to those who are interested in casting and moulding their own packaging. This inclusion allows for customisation of the product and, again, engages back into the local arts community.
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ATARA Perfumerie Collingwood represents a perfect symbiosis of art, community and teaching.
