Accessories brand Mimco has launched a new store concept, through new openings at Chadstone Melbourne and Westfield Sydney.
The new concept is designed to hero its product range with off-white walls that have built-in shelves and tabletops.
The 87sqm boutique in Sydney was designed in collaboration with Doherty Design Studio, with custom light fittings and curved fixtures. Melbourne-based artist Jordan Fleming also contributed to the project.
Mimco MD Sarah Rovis said the concept is a culmination of Mimco’s brand identity that spans 25 years.
“It's a fashion destination where you’re encouraged to touch, explore, and discover accessories that empower,” Rovis said. “A space that allows Mimco to best showcase their seasonal collections, campaigns and share our brand story, evoking an unforgettable experience for our customers.”
Speaking on the Chadstone store, Rovis said it provided a unique opportunity with a larger footprint than existing stores.
“We've taken a lot of the inspiration from our iconic button motif and the O in our logo," she said. "The store plays on those arches and curves to create flow and softness in the architecture.”
As part of the launch, Mimco has created a limited selection of twenty accessories designed and hand-crafted in Melbourne, with pieces sourced from vintage collections and recreated into new designs. The limited edition pieces are exclusively available at Mimco’s two new stores in Melbourne and Sydney.
Select collections within the store are also available for personalisation, including interchangeable straps and multiple colour options.
Mimco’s retail footprint includes 58 boutiques, eight edits (small-format pop-ups), 41 concession stores in David Jones, its own online store and The Iconic