Design for Via Alley’s new flagship boutique to facilitate the business and physical expansion of the retail brand.  A physical identity was created from a black and white colour scheme and use of raw materials that has filtered through Via Alley’s satellite stores.

A 4x4x4m cube was inserted in the middle of the store to function as point of sales counter, storage room, change room and mezzanine to facilitate functions and events resulting in a function form. Its off-centre rotation and location creates a rhythmic shopping experience of moments of vastness, intimacy and congestion.