Oroton has entered a new era this week after the opening of the brand’s first concept store in the heart of Sydney. Tucked in a shopfront in the trendy borough of Paddington in the city’s east, the new space has been described as a “living moodboard” to combine fashion with art and community.
Company Chief Executive Officer, Jenny Child, said: “It was our ultimate goal to create a concept that feels special and innovative, an intimate space to celebrate collaborations, bring new awareness to the brand and invite the community in for hosted events. More than ever, we’re focused on that need to recharge, to take time out and feel inspired, and it is our hope that OROTON resonates with all those cultural ideas of how you would spend a Saturday afternoon, doing something you really enjoy, like gallery hopping. It was the idea that shopping should be a sensory experience – emotive and exciting. Most of all, new.”
The space features neatly hung rows of new season styles while glass cabinets hold collectibles, coffee table books to flick through, ceramic plates, and sculptures – all pieces that inspired Creative Director, Sophie Holt to create the new collection. Instead of just another retail outpost Holt asked: how can Oroton express the inspiration and craftsmanship that has built the brand today? Even the paintings on display are by Oroton’s own merchandiser, Alexandria Park.
“We wanted the space to feel more like a home,” explained Holt. “There’s a foyer, which will form more of a creative statement, there’s also a space for book clubs and dinners, a little kitchen where customers can sit up on stools and have a drink, and then there’s the salon with a raspberry pink sofa, it’s this beautiful, serene space where we can pull the curtains back to host styling events, something special.”
“One of the things I love most about the OROTON brand is this combination of beauty and utility, of charm and functionality, and this store encompasses that,” Holt continued. “Homeliness is not the right word, but there’s a sense of welcoming to the space, it’s like a discovery, which I love – I’ve always thought, imagine if you could see a little painting on the wall in a store and it was actually for sale. It’s all about creating the whole aesthetic – the bag, the clothes, the books, the little stool that you want. It’s a way for us to connect on another level with our customers.”
PADDINGTON CONCEPT STORE
118 Oxford Street, Paddington NSW 2021, Australia
+61 415 204 363
Mon: 10:00am – 6:00pm
Tues: 10:00am – 6:00pm
Wed: 10:00am – 6:00pm
Thu: 10:00am – 7:30pm
Fri: 10:00am – 6:00pm
Sat: 9:00am – 6:00pm
Sun: 10:00am – 5:00pm