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The Daily Edited Store
The Daily Edited StoreStrength, softness and sophistication reign at TDE’s Queen Victoria Building flagship store by Pattern Studio
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Set within Sydney’s iconic Queen Victoria Building, The Daily Edited’s flagship store feels like it has found its spiritual home. Indeed, the refined, feminine fit-out echoes elements of the building’s iconic Romanesque revival interior, where prettier elements like pastel-hued stained glass are given strength by soaring archways and curves supported by the strength of steel.

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Having worked with The Daily Edited for five years (collecting many design accolades along the way) Pattern Studio built upon the established visual language of restraint and material tactility, again utilising the brand’s signature peachy pink hue.

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Quilted, fabric-wrapped walls surround display niches, cleverly concealing storage cupboards, whilst adding a supremely textural element to the modest space. The steel point-of sale and monogram counters once again play upon the idea of strength and softness – the coolness of the stainless steel being offset by its sculptural, rounded forms, and tops of Fibonacci’s Pavlova terrazzo, with its palest tones of flesh, blush and salmon.

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Lauded for their strength and longevity as well as beauty, Fibonacci’s products are perfectly suited to high-traffic retail environments such as the Queen Victoria Building, where Pavlova also holds stage as the thoroughly harmonised flooring. “We liked the product itself; that we could have tile or slab format. The colour, too, was a nice peachy pink - a more grown-up colour way,” says Lily Goodwin co-director Pattern Studio.

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Fibonacci’s promise of ‘Always in stock, no lead times’ was another important factor. “It was also extremely helpful too that it is a stocked item, given we were working to a tight program,” says Lily.

“I like how one of our most popular and instantly recognisable products, Pavlova, works so well alongside another incredibly distinctive brand, The Daily Edited,” says Fibonacci’s Founder Michael Karakolis. “Pattern Studio have again nailed the visual connection between a brand and their bricks and mortar.”

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