Alice Euphemia Reopens

Anna Sutton | 15 March 2012 | 1 Comment

Melbourne boutique Alice Euphemia celebrated its reopening last Wednesday night with a champagne soiree.

After a month of renovations, the transformed space now hosts a fitout designed by Melbourne architect firm Edwards Moore. Taking centre stage is a vast expanse of stairs resembling wooden stadium bleachers, with sartorial fantasies by designers such as Jenny Kee, Michael lo Sordo and Romance Was Born holding court (no jocks or cheerleaders here). Owner Karen Rieschieck says that the design opens up new possibilities for in-store installations.

“The staircase is supposed to be a mountain, with underneath the stairs being like a cave,” she explains. “Because the store has such small windows Edwards Moore gave us this staircase as an entire display. There’s all these things we can insert into it and add to it.”

Recent additions to the non-stop fashion fairytale include an Alice Euphemia collaboration with sunglasses label Colony and an in-house collection called One Trick Pony designed by Katie Cryer. Rieschieck says she is looking forward to expanding the range of jewellery collections from up-and-coming and established designers.

Upstairs is now a vintage destination with an autumn/winter capsule collection by Claire Incorruptible (Claire Inc) on display. Vintage queen Belinda Humphris curates the types of luxury gems that reside in your favourite film clip from the ’80s and ’90s. Her selections read like a bucket list of cult favourites: Chanel quilted floral ski vest? Check. Vintage Versace crucifix jeans? Check. Gilded Moschino logo-mania? Get outta my dreams, get into my car.

Alice Euphemia’s new online store will be launching soon.

You can also shop Claire Inc’s treasure trove here.

Alice Euphemia is located at Shop 6 Cathedral Arcade, 37 Swanston St, Melbourne.



Photos by Josh Burns.

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