GOLDEN Designs Viktoria & Woods’ New Store
Sustainable clothing brand Viktoria & Woods’ new Doncaster boutique was designed by local firm GOLDEN as a physical manifestation of the contemporary brand’s DNA. GOLDEN directors Kylie Dorotic and Alicia McKimm talk us through their process
Design Anthology: How did you first meet the client?
Kylie Dorotic (KD): We first met the Viktoria & Woods team at a Christmas event in 2016. Years later, having followed our work since then, they approached us to design their store in Mosman as well as their spaces within David Jones stores around the country. After that successful collaboration, they asked us to design their Doncaster store.
What was their brief to you for the project?
Alicia McKimm (AM): The brief was to create a physical manifestation of the brand, following on from the brand presence we established in the Mosman store. It needed to elevate the retail experience and take customers on a journey through the space in order to create an authentic and emotional connection to the brand.
What’s great about the neighbourhood and what makes the location unique?
AM: Westfield Doncaster, where the boutique is located, is a top-class shopping destination. It attracts a diverse demographic with tenants including a high-end day spa, champagne bar, cinemas and more than 400 stores.
How did you approach the project — what design references or narrative did you try to incorporate into the space?
KD: Having designed the Mosman store, we already had a comprehensive understanding of the Viktoria & Woods’ DNA and wanted to create an environment that reflects and conveys the honesty of the brand. Hallmarks of their approach to fashion design are reflected in a timeless interior that’s grounded in textured minimalism and a commitment to artisanal craft.
Customers are guided on a journey through the space. Strong architectural elements, like the ceiling beams, establish symmetry in the front of the store and draw customers to the secluded styling suite at the back. This sanctuary heightens the brand experience, providing an intimate area that deepens the connection between customer and brand.
Please tell us a little about the material choices for the space.
AM: We selected muted tones and honed materials to enhance the sense of authenticity and comfort. This creates a quiet, elegant atmosphere, with mirrored surfaces and natural stone catching the eye. The central point-of-sale is made from stone and commands attention, while the bespoke furnishings, woven elements and handmade touches add texture, luxury and a feeling of escape.
Please tell us about some of the custom pieces for the space.
KD: As in the Mosman store, we continued our relationship with local designers. We worked with James Howe on the custom door hardware and shelving, which was inspired by the ceiling trusses in the Finger Wharf building in Sydney, with each shelf handwoven in Adelaide using traditional Danish paper cord techniques. The beautiful custom rug in the styling suite is from Loom, the sconce by Olivia Bossy, coffee table by Christopher Blank and floristry by Plant Exchange.
Do you have a favourite element or design detail?
AM: The lighting is our favourite design element. Incorporated into the ceiling grid, it’s more ambient while still being functional.
What other features are you most excited about?
AM: We’re excited to continue this relationship and collaboration with the client, carrying across the same design approach to their new flagship store in Western Australia and another in Chadstone, Victoria.
Images / Nicole England
