Aje Showroom Strand Arcade

Aje is one of Australia's leading fashion labels. The studio was given the brief in 2015 to design their showroom in Sydney's Iconic Strand Arcade. Spaces in the Strand Arcade are typically small with intricate, heritage shop-fronts. A key challenge to the studio was to organise the limited footprint in order to accommodate ample showroom space as well as storage and change rooms.

Aesthetically, the brand is dedicated to raw beauty, tough femininity and effortless cool. As such, our design focused on texture and colour and sought to create an oasis within the busy surrounds of the Strand.

Aje's creations are delicate, intricate and beautiful. The design was purposefully kept minimal so as not to overpower the pieces themselves. Linen, leather, blush carpet and timber were carefully selected to reflect the beauty of the Aje design ethos. Simple, geometric shapes were employed in the carpentry as a way to create planes for display or work surfaces.

Photography by Felix Forest