If there’s one industry that has had to adapt (quickly) to the digital revolution it’s the retail industry. With consumers finding e-commerce an easy avenue to get their retail therapy from the comfort of their couch, you wouldn’t predict that any brand would start as an online shopping destination, only to add a bricks-and-mortar store to their offering, but that’s exactly what The Daily Edited have done, proving that with a little bit of innovation, you can continue to grow in a competitive market.
We’ve long respected The Daily Edited founder, Alyce Tran for not only her entrepreneurial mindset, but also her creative direction, particularly how she’s melded the two to expand her seemingly ever-growing business. Her recent collaboration is with interior stylist, Steve Cordony who guest edited the TDE Apartment, a flagship store that sits in the heart of Sydney’s CBD.
Working within a “luxe urban jungle” theme, Cordony worked with deep-green and burgundy hues. Heavily featuring exotic flora and incorporating statement vases, and embellished desk accessories from brands like Tom Dixon and Dinosaur Designs. Cordony says of his interior takeover, “I wanted to create a sense of theatre within the TDE. Apartment,” said Steve Cordony. “My objective was to overlay the existing dusty pink and grey colour palette in store with new autumn colours and give the store a masculine edge with bold texture and patterns to showcase some of my favourite products.
The colour concept was shades of green, burgundy and black with metallic gold accents, being one of my favourite finishes.” and we have a feeling that this is a look we will see more of the winter. What’s also so innovative about this collaboration is that some of Cordony’s edit will be available to shop via The Daily Edited’s microsite.