With this backdrop, Gosling then introduced an eclectic mix of props and accessories to further define the store's identity. A counter near the entrance, for example, is made from stacked concrete blocks, which can be rearranged to create a new display as required.
"The fashion industry thrives on change, so flexibility in terms of the layout was essential," he says.
Different areas within the store are separated by a variety of novel dividers. The men's and women's clothing is separated by a large looped rope originally made for a super yacht. And the Stolen Girlfriends Club fashion label is contained within a space defined by suspended demolition joinery.
"Although there are no walls around this area, the windows and stand-alone door define this space as a store within a store," says Gosling.
Similarly, men's fashion is displayed on a rack that sits beneath an Insight concept oversized table. Other items are displayed on adjacent shelves that appear to be rungs on a giant wooden chair.
Metal scaffolding, in keeping with the construction site imagery, was also introduced to hang clothes and accessories on side walls. The floor directly beneath the scaffolding features a white perspex light box with fluorescent lighting, which illuminates the products from below.
Other products hang from steel chains and clothes are even displayed on a drum kit in one corner of the store. Gosling also designed four upright cabinets to display homewares.
And in place of the usual mannequins, there are skeletons, which Gosling says is a concept that takes the notion of thin fashion models to its extreme.
"Again, this was about creating a point of difference and thinking outside the square," he says.
To provide even greater flexibility in terms of the space, shuttered doors were installed to screen an office at the rear of the building. These doors can be opened up to create one large area for fashion launches and special events.
Credit list
Timber bench seat
Designed by Daniel Gosling built by Sam Lennon
Graphic designer
Ian Ferguson, Friends of Design
Polished concrete; timber
08 Jul, 2009