After many years of operating soley as a clothing retailer Ashley Fogel engaged PohioAdams Pty Ltd to design his first flag ship store on Collins St in Melbourne’s CBD. The design challenge for the store was to fit out a somewhat remotely located, charmless and fussyily planned commercial space and transform it with a design that hoped to be unique, timeless and luxurious in feel, creating an environment both comfortable and functional for clients and staff. To acheive this, the existing space was stripped out and rationalised to create a new organisation and proportion to answer the functional brief as well as create an optimised feeling of spaciousness. In an attempt to reflect the clothing designs of Ashley Fogelthe fit out approach was one of ‘pared back opulence’. The material use seen in the free form ivory coloured hanging rails and the glossy black lacquered counters & fitting room doors reflect this approach giving the fixtures a somewhat 1930’s feel. The ‘floating’ mirror glass panels, walnut cabinetry, dark shiny timber floors, and stainless steel rod fittings all combine creating a space that is literally layered and refelctive enhancing the ‘opulent’ approach.