Zimmermann has joined Australia designer labels Dion Lee, Scanlan Theodoreand ACNE on High Street in Armadale, with its fifth – and largest – Melbourne store.
“We have been looking for spaces that give us the opportunity to provide a different type of experience,” says Nicky Zimmermann, who co-founded the label with sister Simone in Sydney in 1991. “Something a little bit more relaxed, away from some of the busier store locations in the city.”
At 158 square metres, the store is Melbourne’s biggest Zimmerman outpost and holds the most extensive range of its clothing anywhere in the state. The opening follows a re-launch of the brand’s Paddington boutique in Sydney, as well as renovations to its West Hollywood location in LA. The High Street store is the label’s 22nd globally – there are 18 stores throughout Australia, plus three in New York, and one in LA.
In February Zimmermann will open a Sydney CBD flagship and new stores in Miami and New York. In mid-2017 Zimmerman will open its first European store in London.
At the new High Street store, natural light floods in through north-facing windows, illuminating a stucco vaulted ceiling (a Zimmerman trademark) and interiors designed by long-time collaborator, Don McQualter.
“I love the mix of materials in-store,” Zimmermann says, referring to whitewashed walls, pops of colour, metal finishes and concrete flooring. “There’s a casual sophistication.”
The label’s feminine Resort 2017 collection is on the racks. There are ruffled bikinis in floral prints; flouncy playsuits trimmed with pom-poms; and tiered chiffon midi-dresses. Glass shelves house accessories including leather, woven sandals; floppy straw hats; and Turkish-cotton beach towels.
At the back of the store is an airy dressing room, with a central area fitted with backlit mirrors, plush carpet and wicker chairs, making trying-on a “less uptight experience” for staff and customers, says Zimmermann.
“It’s about engaging with people and assisting them in a personal way,” she says. “That’s hard to achieve online.”
1027–1029 High Street, Armadale
Mon to Sat 10am–6pm
Aricle and image credit: Broadsheet Melbourne