Introducing our Rundle Street Store

In May 2023 Assembly Label opened its first retail space in Adelaide, on one of the CBD’s most fashionable thoroughfares. Designed by IF Architecture and dressed with furnishings by local makers, the new store captures the spirit of the city through Assembly Label’s minimalist lens. We spoke with IF Architecture Director Iva Foschia about the inspiration behind the project.

When Assembly Label found the location for our first Adelaide store on Rundle Street, the team knew this space would be informed by and dedicated to local design. While every store embodies the brand’s appreciation for coastal environments and is guided by minimalist design principles, this particular project inspired the team to tap into the vernacular of a new city. Once again, Assembly Label engaged architecture and interior design practice IF Architecture to create a reposeful space in our signature tonal scheme. “Rundle Street provided the opportunity to be at the centre of the most exciting retail shopping experience in Adelaide and therefore we wanted to harness the energy and vibrancy of the area,” says Iva.

The starting point was the material palette, which was informed by the existing site’s concrete floors and curved front window. The gentle curve of that glass facade is repeated elsewhere in the round light pendants and lamps, and the natural light that’s invited inside moves across the room throughout the day, illuminating the textured finish on the walls. Timber floorboards, warm off-white walls and American Oak joinery set the foundation for the store, which is then layered with sisal floor coverings and linen curtains. These elements are a recurring feature across several Assembly Label stores, but Iva says Rundle Street called for metal details and a few unpolished touches that spoke to the inner-city milieu. “The gentle warm tones of the wall finishes and American Oak joinery are contrasted against the grittiness of the concrete floors and textured aluminium shop front displays,” she notes. “This creates an authentic connection between the brand and the urban customer.”

While new elements and contrasts have been introduced, the Adelaide store is distinctly Assembly Label. Guests are invited to move freely and mindfully around the space, slowly taking in the feel of the garments, the colours of the accessories and the reassuring weight of home objects and coffee table books. Iva says the team created a seamless experience by layering the spatial arrangement, adding subtle curving walls that lead the customer through the store. Of course, a store dedicated to local design wouldn’t be complete without locally designed furniture and decorative wares. One particularly special piece is the J7 Day Bed by South Australian designer James Howe. The Day Bed was handwoven in Adelaide by James and constructed from red oak, powder-coated steel and Danish cord. “Including some of James’s unique furniture pieces as part of the space allows for a beautiful contextual connection,” shares Iva.

The presence of that piece at the heart of the store speaks to Assembly Label and IF Architecture’s shared appreciation for integrity and authenticity in design. Says Iva: “For us, good design constitutes the use of quality sustainable materials, finishes and products. We are always conscious of specifying original design pieces and working with companies that ensure ethical working conditions and environmental controls”. The opening of a new store will inevitably shape the existing environment, therefore it is necessary to build something that will stand the test of time and harmonise with its surrounds. “We acknowledge the impact our work has on the broader landscape and we believe good design is enduring and therefore sustainable through its longevity.”