Apparel Group owned fashion
brand, SABA, is set to re-launch its flagship store on
1st September 2011 at 234 Collins Street, Melbourne.
SABA's flagship store is located at the heart of Australia's
fashion capital, continuing its powerful influence on the
Australian fashion scene since 1965.
SABA opened its first store in
Melbourne's Flinder's Lane, then known as the Joseph SABA shirt
shop. Since then SABA has remained at the forefront of Australian
fashion, and is now seen as a chic, contemporary label for both men
and women.
SABA General Manager,Inger
Adamson,described the store as;'confident, contemporary and
stylish, the store is beautifully designed in line with the DNA of
the brand and in the vision of modern, on trend product. Every care
and attention to detail has been taken to inspire and delight the
fashion shopper.'
strong>With a sales area
of475sqm, the establishment is divided into two
levels. A spiral staircase adjoins floors and online
kiosks will allow customers to see the collection, view the SABA
catalogue and order instantly online.
Pared back architectural steel, glass, concrete, natural
timber and linen will mark the next step in the evolution of the
SABA brand.
Designed by Hecker
Guthrie, objectives for the SABA concept
store were about 'injecting new life into the SABA landscape'
saysHamish Guthrie, Director of Hecker Guthrie, 'by doing this we
knew it wasn't about taking the brand in a new direction, but
rather reflecting on the strong heritage of SABA and creating a
representative of the brand in its 3D form'.
The interior design of the new
store will be as equally exciting as this season's collection,
which encapsulates the notion of simplicity and movement through
water. Designed and conceptualised by artist/photographer
Dieu Tan, water features heavily in SABA's Spring Summer 11/12
campaign - depicting texture and movement of garments through black
water splashes. A silent auction of the campaign shots will
take place on opening launch party - with all proceeds going to
RMIT.
For its re-launch party,
the Apparel Group has teamed with Vogue
Australia to ensure the new
Collins Street store is celebrated in style. An exclusive,
invite-only launch party on the 5th September will see
Melbourne's fashion society gather for a choreographed runway show
and a performance by The RAah Trio -
www.raahproject.com
CEO of the Apparel Group, Daniel
Brackensays'The re-opening of the SABA Collins St flagship store
represents a major moment in the brand's nearly 50 year history.
Inspiration was drawn from the brand's premium pedigree and
heritage, marking an exciting next step in the evolution of the
SABA brand'.
For more detail on SABA's store
opening times please visit www.saba.com.au, or
call 1800 441 739
