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LouiePenthouse Mouse - Pop-up Retail
September 11th 2007 02:43
All 3 Dimensions - Limedrop clothing - image from penthousemouse.com
Purely for the duration of MMSFW, a team of youngsters created a new concept; pop-up retail. Titled Penthouse Mouse, a group of sweet young things tidied up an abandoned warehouse tucked away amongst Melbourne's Chinatown in Market Lane (opposite the infamous Flower Drum restaurant).
PHM Popup Promo Poster - image from penthousemouse.com
With the appeal of a New York loft, the 3 levels of warehouse space were tidied but minimalist in order to display emerging designer’s fashions, jewellery and accessories, whilst maintaining an air of artistry. Adding to this tremendous idea, was the licensed bar, allowing people to wander through the 'store' whilst sipping on champers after work. Ah Melbourne, how I love thee!
Penthouse Mouse Market Lane Window - image from penthousemouse.com
The first floor mainly displayed jewellery and accessories, from artists like Jessica Morrison and Julia De Ville and labels such as Treasure and PseudoRepublik. Presented as fine pieces of affordable art, makes the temptation to purchase even stronger.
Nique found their niche at PHM - image from penthousemouse.com
Up the wooden wonderland of a staircase to the second floor, I'm met with clothing from local labels such as Skin and Threads and LimeDrop. I hate to be negative, but Skin and Threads range left me a little dry. I felt as though these were items done before, and that they looked like well made basics more than anything new or different. LimeDrop on the other hand presented a bright range of printed tees and funky separates for men and women, with an 80's pop art feel with geometric cotton fabrics. Titled All 3 Dimensions, their range is sure to entice Gen Y men into a pair of ski pants. Maybe.
Industrial Light and Magic - PHM 2nd Floor
On the 3rd floor I found the current Les Corbeaux collection which I was advised was "hot off the sewing machines!". With soft silky fabrics and well-tailored cuts, it looked destined for a royal wardrobe. Ultra-feminine and a little 60's retro, I'm certain we'll be seeing more of this label in the future.
Garments Gallery - PHM 3rd floor
On the top floor was some interesting art work casually leaning against a wall, extending the feel of being within a work-in-progress. Designs by Nique were interspersed with their patterns on the hangers which continued that feel. The current range titled Summer in the City reflected in the smoky tones of the garments, and the sense of sophisticated industry.
Attire with Art - PHM 3rd Floor
Throughout the building there was heavy use of industrial lighting, like fluorescents on the wall, and large metal hanging cone shades. So much so I had problems determining in some parts of the store whether I was looking at an art installation, or merely unfinished repairs. Again, it was all about this sense of emerging designers breaking through and evolving and requesting the community’s involvement. Something Melbourners are willing to offer freely. Have a go, and you'll be duly rewarded. Love it.
Class with Les Corbeaux at PHM - image from penthousemouse.com
For more information and piccies head here.
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