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STUNNING NEW CONCEPT STORE ‘THE APARTTMENT’ SET TO OPEN AT IVY

May 11th, 2013

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THE APARTTMENT, a stunning new clothing and furniture concept store, is set to launch at ivy’s coveted retail laneway in May. Inspired by a chic Parisian boudoir, THE APARTTMENT is a charming new retail experience offering a range of quality brands and products suited to the many aspects of a woman’s lifestyle and personal living space from home furnishings to fashion and beauty.

I went to the media launch so i could smell, taste, touch and experience the store in all its glory.

The beautiful store is the brainchild of Claire Coppins, the creative force behind fun and rebellious Australian fashion label, Tighttigers, known by many simply as TT. Infused with Claire’s innate creative flare and penchant for soft fabrications, sensual silhouettes, natural tones and understated luxury, THE APARTTMENT is designed to feel as if you are strolling into a stylish apartment of chic friend in Paris. The boutique is filled with gorgeous products from an array of complementary fashion, home furnishing and beauty brands, carefully selected by the talented young designer to reflect an effortless sense of luxury and aspiration at an incredibly accessible price point.

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Everything in the store is available for purchase – from Tighttiger’s signature range of blazers, silk dresses and jersey basics, shoes from directional footwear brand Senso and beauty products from Bloom Cosmetics to key furniture pieces from online furnishing brand Max Sparrow, luxurious handwoven rugs by Cadrys and innovative lighting installations from Zaffero.

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THE APARTTMENT will also stock high end leather jackets by Paris-based luxury label Nour Hammour, gorgeous silk scarves by Yassin Lahmar and stunning jewellery from the girls at SFLitter. Keeping with the intrinsic French theme, the store also offers a relaxing space for those special tête-à-têtes where shoppers can sit back and enjoy teas from T2 and gorgeous treats from Merivale’s own Lorraine’s Patisserie.

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Claire’s vision for the store was to create a retail space that looks and feels like you have just walked off the streets of Paris into her home – “I wanted to offer a unique shopping experience, a boutique where you can come in, take some time out, explore the treasure trove of charming products, sit back with a cup of tea and relax. The brands have all been individually chosen to offer something special for a woman’s personal life”.

THE APARTTMENT joins a host of Australia’s leading retailers that call ivy’s fabulous lifestyle precinct home including celebrity and editorial hair maestro, Brad Ngata, sleepwear king Peter Alexander, multi-brand fashion boutique Elsewear, the yoga-inspired athletic apparel company LuluLemon Athletica, the sartorial craftsmanship of Zimma Tailors, the delicious Cupcake Bakery and boutique wine retailer, The Bottle Shop