Shop in a Shop

(Shop in a Shop)

Melbourne, Australia

Dylan Brady

(studio505, now Decibel Architecture)



At CH2 Retail studio505 created a space within a space, a pearl within an existing shell, a shop within a shop. It is a precious jewel that offers glimpses within through it’s complex form, and immerses the patron and customer in a different world. The central fashion space is surrounded by a bar which at night is a toroidal antechamber that has a series of discrete and intimate gathering spaces.


We believe that the concept of the store, and the design that realises the brief is a unique concept in the fashion retail market. The notion of a store within a store reinvents the archetypal boutique, and creates an environment of mystery, intrigue and discovery.