Alice Euphemia | | IDEA 2020

Alice Euphemia

Edwards Moore


The new fitout for Alice Euphemia in Melbourne is based on the notion of an internal ‘terrain’, connecting both levels of the store. The area beneath the terrain is transformed through colour and lighting into a cave-like space, where clothes are displayed on sweeping rails and appear to float in the space. On the gently stained timber steps rest mannequins and bespoke acrylic display boxes, carefully mapping the customer’s path of travel within the store.

Design Practice: Edwards Moore