Australian fashion brand Farage transforms former art gallery into spectacular concept store to celebrate 25 years in business.
Farage Headquarters by Woods Bagot and Greg Natale comprises a two-storey retail and bespoke atelier space in Sydney’s Darlinghurst. Housed within a heritage shell as an adaptive reuse of the former Watters Gallery, the interior boasts lofty interiors and brutalist concrete staircase centrepiece, connecting the retail zones on the ground and first floors.
Talk to Domenic Alvaro about Farage Headquarters
Woods Bagot’s Global Design Director, Domenic Alvaro, says that the design focuses on creating an exclusive, private feel for customers in a reflection of Farage’s brand identity.
“Each detail is aligned with the brand image and ethos – grounded in a philosophy which prioritises cutting-edge tailoring, textiles, service and craftmanship,” says Alvaro.
“The concept was to create a simple backdrop to the clothing, with private fitting rooms and a personalised Farage service tucked within the soft gallery volume. Blackened steel elements nod to the industrial history of the site, while bringing an elemental anchor to the consumer journey.”
Founded in 1998, Farage is 100-percent Australian owned, with architecture and design as the key aspirations behind the brand. Designed in collaboration with Greg Natale, the new Farage Headquarters is a testament to creative collaboration with industry leaders and doubles as an event space set within a corner building in the heart of Darlinghurst.
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Two Point One fashion show at Farage Headquarters. Shot by @indigital.tv
Domenic Alvaro, Woods Bagot’s Global Design Leader and Joe Farage, Co-founder and Director of Farage..
“Each detail is aligned with the brand image and ethos – grounded in a philosophy which prioritises cutting-edge tailoring, textiles, service and craftmanship.”
Two Point One vertical wall runway at Farage Headquarters. Shot by @indigital.tv
Will Hayward, Logan McDonald and Justin McInerney for Two Point One. Photography by Esteban La Tessa.
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“It holds a special place in the hearts of locals and those who frequent the art world, but the results we have achieved in transforming the building are something that everyone can be proud of. It’s a true investment in the area.”
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