The Daily Edited's Sydney Flagship Store

Marking the first major flagship Sydney store for the brand, The Daily Edited (TDE) has opened a store-slash-apartment in Sydney’s Westfield Shopping Centre, showcasing how to use the brand’s accessories in a real-life context. Complete with interiors we want to replicate in our own homes, the store’s decór is a mix of millennial pink, marble and soft grey, is even complete with a mock bathroom. Designed in a collaboration between TDE co-founder, Alyce Tran, and Sydney-based Pattern Studio, the store is a love letter to all things monogramming, design and being at home. Just like a real home, the store will showcase a series of ever-changing artworks, starting with pieces from Ted O’Donnell x Vicki Lee and Caroline Walls. Complete with a concierge, the space has bought the traditionally online brand into the real world, melding experience with personalisation to mark the brand’s bespoke point of difference — proving there’s still a place for bricks and mortar, even in the age of online start ups. Designer : Pattern Studio Photographer : Greg Lewis (Sydney).