Autore Moda Flagship by Alex Morrison Interiors
Autore Moda Flagship by Alex Morrison Interiors is an enchanting alcove that echoes the form of the South Sea pearl.
Words: Georgie Ward I Photography: Dave Wheeler
‘We searched for inspiration to create a feature for the lounge that mirrored the curve of the South Sea pearl. We were looking at domes and curves in different ways when we came accross the idea of an alcove,’ says Alex Morrison, pictured with Ruby Autore (left). Photo: Dave Wheeler
‘We decided to design lower window displays on the side of the store, preventing the space from feeling small and claustrophobic,’ says Alex Morrison Interiors. Photo: Dave Wheeler
‘The alcove draws inspiration from the beautiful design feature in Richard Shapio's Malibu home and the Proper Hotel in Santa Monica,’ says Alex Morrison. Photo: Dave Wheeler
Autore Moda Flagship, located in the popular shopping strip of Double Bay, is a resort-like escape, inspired by the lustre and allure of the South Sea pearl.
Alex Morrison Interiors sought to create a space that felt more like a relaxing lounge area than it did a typical jewellery store, with interiors that transcend its customers from their surroundings, into the world of Autore Moda.
‘Typically when you think of pearl jewellery, you think of your grandma or perhaps the Queen wearing a decadent strand of pearls’, says Ruby Autore, the founder of Autore Moda. With a desire to reshape this narrative, she wanted a fresh space that reflected the contemporary style and aesthetic of the jewellery houses' DNA.
Upon entering the space, customers are immersed in a calming haven composed of soft tones and elegant materials that were carefully selected to honour the South Sea pearl.
Blanketed with tranquility, visitors emerge from a busy street into the soft, silent retreat. Its interior space follows the architectural curve of its shell, curated with layers of minimalist shapes covered in textured hues of pink and terracotta.
‘There’s a little bit more fun to be had in designing a retail space, you get the opportunity to think outside the box and be more creative with colours and form in the space. I was fortunate enough to have a client who wanted to have fun with it and create a space that really embodied her brand,’ says designer Alex Morrison.
Pink and rosy hues are used throughout the space, with contrasting materials of hard and soft textures. Photo: Dave Wheeler
‘The main design challenges were the size of the store, two existing structural columns and curved glass windows that spanned two sides of the store,’ says Alex Morrison.. Photo: Dave Wheeler
“On a sunny day, sitting in the curved alcove, the light shines in and evokes a feeling of serenity, making you feel safe inside the shell of the store whilst watching the people of Sydney pass by.”
Autore Moda owns and operates ten South Sea pearl farms, situated on some of the world’s most beautiful coastlines and pristine waters, just off the coasts of Australia and Indonesia. Photo: Dave Wheeler
‘We intentionally played with organic shapes that have been layered with textured hues of dusty pinks and terracotta that pay tribute to the brands identity,’ says says Alex Morrison. Photo: Dave Wheeler
A large floor to ceiling mirror sits on the inside of the front display, capturing the reflection of the store and enlarging one’s perception of the interior space. Photo: Dave Wheeler
‘We embraced the existing columns and used them as a lighting feature to divide the window displays,’ says Alex Morrison. Photo: Dave Wheeler
Rosy plastered walls and velvet fabrics invite light to reflect and dance throughout the store, illustrating the luminescence of the pearl and adding contrast to the darker, melon-coloured concrete floor.
‘The standout material would have to the Marmorino Venetian plaster, I love the lustre that it creates on all the surfaces in the store. How the light reflects and dances around, picking up different tones in the colour and mirroring the lustre of the South Sea pearl while still layered with the brands DNA,’ says. Alex.
The jewellery pieces rest in glass cabinets framed by pink marble, aged brass detailing and soft Venetian plaster. Curved columns divide up the space, illuminated by antique shell-shape lights, paying tribute to the founder’s Italian background.
Autore Moda’s curved alcove is the hero of the space, providing a sense of relaxation as it cradles its customers in the hideaway space. The alcove’s form mimics the inside of a pearl shell, lined with a curved velvet lounge scattered with pearl-shaped cushions paying tribute to the jewellery itself.
The overall space had to occupy a storage room, seating space, and enough secure display units to carry the collection, ‘Our client wanted the store to evoke an experience for her customers that allowed them to feel like they knew the brand after they left the space,’ says Alex.
