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Welcome to My Design Alley. A design blog celebrating design in many forms - from interior spaces to new products, stores and interviews with designers both local and from around the world.

In Focus | Assembly Label Fitzroy

In Focus | Assembly Label Fitzroy

Assembly Label design clothes and spaces which feel really good to be in. From their clean-cut no-fuss clothing to the design of the stores, simplicity reigns supreme for the clothing brand. Walking into an Assembly store I always find myself uplifted and inspired - perhaps it has something to do with the light and bright interiors which have that classic Scandinavian feel. The stores are a great example of form and function working beautifully together. Assembly Label has a brand new store to add to their growing collection - the new store, located in Fitzroy, Melbourne is no exception to their design rule. With its white-washed walls and blonde timber joinery - it's an absolute joy to be in. I caught up with Creative Director Damien Horan, who filled me in on the design influence and aesthetic of the new store.

For Damien, it was inevitable he would pursue a creative path, he was surrounded by creativity growing up - his family consisted of photographers, artists, designers and musicians. This influence definitely nurtured an endless appreciation for art & design from an early age. Damien admits he's always been drawn to aspirational brands, how they are built and the strong consistent message they convey to their audience - it’s this passion and his previous experience that led  him to create a brand built on substance and reputation.

“The underlying values of modernism have an influence on our store concepts - relentless simplicity and a ‘less is more’ approach is consistent and true to the assembly label brand.”

The heritage-listed space of the new store is located in iconic Brunswick Street, surrounded by colonial buildings and the bustling Melbourne cafe culture.

“The values of the brand are consistent throughout every touch point - everything we engage in is free of complexity and celebrates a refined simplicity.”
“I admire stores that are highly considered by design, they are purpose built with the customer in mind, comfortable to shop in and leave you with a compelling experience that inspires you to return.”
“There is a great level of satisfaction when designing to a particular space and seeing everything evolve into one harmonious design.”

Thank you Damien! | Assembly Label 243 Brunswick Road, Fitzroy @assembylabel

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