Camilla has continued the rollout of a new retail concept in Parramatta, following an initial launch in Western Australia in July 2023.
The store design includes a train carriage, a champagne bar, games and custom embellished characters and upholstery.
Founder and creative director Camilla Franks said twice-yearly overseas trips provided the creative push for the new design. Franks and her team travelled across London, Paris and Portugal, visiting museums, stores, train stations, galleries, restaurants, vintage markets and hotels to source ideas.
According to accounts lodged with the Australian Securities and Investments Commission, revenue at the luxury designer brand rose 9% to $130 million in 2022-2023. Operating profit fell to $8.2 million from $14.8 million, in part due to increased investment in travel and accommodation.
Working over several days in a Welsh Cottage, Franks, her creative team and interior designer, Mark Billington of Lex Design, created the vision for the new store design.
“I wanted this boutique to be the story of my brand, so that visitors could experience my love for travel, exploration and storytelling through the magic of print, in living colour,” Franks said.
“This boutique is a love letter to travel, adventure and exploration. It is an ode to my storytelling roots, my creativity and the way I strive to honour every experience in its fullest form.”
The store interior design includes mosaic tiles, wood panel flooring inlaid with brass Camilla totems and custom monogram carpets.
It also includes handcrafted lampshades made in-house from repurposed fabric.
“I wanted everything to be utterly original,” Franks said. “Just like my prints and my designs, the storytelling needed to burst from every seam. So we layered handcrafted details into every single corner of the boutique.”
The store is scheduled to open on November 29.