If you’re interested in Australian design then Aje won’t be an unfamiliar name, although now based in Sydney the company’s roots stem from our sunny state – Queensland. The brand focuses on craftsmanship and pushes the barriers of design with their love of sequins and statement tees. Their fresh designs have become a cult fave and shops are popping up in all the hottest shopping strips, including our very own Pacific Fair Shopping Centre. Aje’s distinctive brand aesthetic is mirrored throughout their gorgeous stand alone stores creating a welcoming and unique customer experience, so much so that we never want to leave the perfectly styled space!
We chat to Anna from Aje’s headquarters and Aimee, manager of Pac Fair about their new lust-worthy fit-out.
Tell us a little about what makes Aje so special…
Anna: Bridging the divide between coastal and urban style, Aje is devoted to the sustainability of artisan techniques. Design-duo Edwina Robinson and Adrian Norris centre each seasonal collection around handloomed and hand-woven fabrications, handsewn embellishments, and hand-painted prints inspired by the rugged beauty of their natural and urban landscapes.
It is important to keep this consistent from garment design, to styling, right through to the design and fit-out of our boutiques.
We love the new PacIFIC Fair store, who designed and implemented the fit out?
Anna: David Caon, of Caon Studio with the help of our co-director Adrian Norris.
Why is the layout of your store so important to you?
Aimee: It is vital that our customers are able to browse and explore at ease and with an open mind. We make a concerted effort to maintain a beautiful flow in our boutique – from the scent, to the music, to our customer interactions, everything is smooth and in line with the essence of Aje.
What aspects do you love most about the store?
Aimee: The Pacific Fair boutique has a very airy, spacious feel to it, which really makes you feel quite centred and calm. The radiant white floors and walls make the garments beautifully luminescent, while the raw foliage, wooden interior and marble bench-tops bring about an unrefined edge.
Related: Looking for other stylish spaces to shop? Then try Fallow, one of Brisbane’s best.
Have you had positive feedback on the layout?
Aimee: Customers always comment on how beautiful and light the store is. In a shopping centre it’s easy to blend in, however our boutique really stands out with its wooden outer features and brightly lit interiors.
Tell us What makes working and living on the Gold Coast great?
Aimee: Living on the Gold Coast is like being on holidays all year around. We are so spoilt by the divine weather and friendliness of everyone around us. The area has so many wonderful hidden gems, from restaurants, to gorgeous antique stores.
What exciting things can we look forward to from Aje?
Anna: Our SS17 Benevolent Collection makes its debut in stores from July 2017. The season is based around Bernardo Bertolucci’s 1996 film, Stealing Beauty, reimagining the Italian summer-scape in a natural Australian setting. The collection is made of incredibly hand-painted natural prints, free-flowing silhouettes and raw finishings.
As for brand news, we are thrilled to be participating in Queensland Mercedes Benz Fashion Festival at the end of August, and will be hosting an exciting activation on the night. Watch this space!
Related article: Are you looking for pics worth pinning? Then make sure you check out our monthly faves here!