After 28 months of redevelopment the Melbourne flagship store is finally ready for viewing. Last night I attended the exclusive cardmember preview for the David Jones' new refurbished city store. After picking up our glass of bubbly we tried to absorb our surroundings without getting caught up in all the stores elegantly displayed consumer goods.
The fit out is inspired by department stores like London's Selfridges and New York's Bloomingdale's. The store has an emphasis on providing a branded service experience by separating the brands into separate areas allowing "the brands to represent themselves as how they see themselves".(said new DJ CEO: Paul Zahra) The technique is really effective, especially on the first floor in the bag area.... it felt like you were stepping into a dream, surrounded by luxury mini stores eg. marc jacobs, dior, LV, miu miu, mimco, coach, burberry... so many choices on where to look!
I was really happy to see that they kept some aspects of the old David Jones, such as the beautiful lifts and the golden light pendants on the first level. While also jazzing the space up with new flower pendants branching down the void beside the central escalators.
Favorite section of David Jones was and will always be the womens designer section of Level 1..... sass and bide, zimmerman, life with bird, ksubi, bec and bridge and heaps more..... I am in need of a huge shopping spree!!
The official grand opening is tomorrow night (thursday 12th)! The red carpet party then Megan Gale, David Jones corporate ambassador will open to doors to shoppers friday (13th) morning! Everybody must go check it out!!
[source images and quotes: http://www.theage.com.au/]