On Friday the 15th of September 2023, Song for the Mute opened the doors to its first Flagship store. Located at 350 George Street in the heart of Sydney’s CBD, the store is positioned within the premiere shopping district amongst premium luxury retailers.
The space follows the overwhelmingly positive response to Concept Store 001, the brand’s first endeavor with experiential physical retail. “The opening of the Flagship Store marks an exceptional period of growth for us,” says founders Melvin Tanaya and Lyna Ty. “The new space offers the opportunity for a fit-out that reflects Song for the Mute’s core design DNA – embodying our contrasting perspectives, a harmony integral to the brand’s success.”
Designed by Pattern Studio the space references the artistic medium of modernist assemblage
– utilitarian, manufactured and naturally occurring objects are repurposed in situ, resulting in a space that challenges reason through unprecedented and provocative configurations.
Heritage architectural elements and grand ceilings, large columns and deep crimson marble panels line the walls. Traditional materials are paired with custom manufactured modular steel clad ‘pods’, the latter highlighting the oft-hidden changing room within the a retail space.
The Flagship serves as a visual juxtaposition between timeless elegance and industrial functionality, old-world aesthetics and modern innovation – an inviting yet visually engaging experience.
To celebrate the brand milestone, Song for the Mute hosted a launch party for media, celebrities, industry figures, VIPs, friends of the brand and family to preview the store ahead of its official opening to the general public.
With a full house and buzzing atmosphere, guests included Keiynan Lonsdale, Rowi Singh, Dante Knows, Elliot Cowen, Calvin Shelwellm, Will Kalimba, Odell John Munn, Dan Brown, Harrison Kennedy, Alexander Hodge, Carmen Azzopardi and Fleur Egan to name a few.
Guests enjoyed drinks from Four Pillars, NON-Wines, Heaps Normal, P&V, Strange Love and Grifter and catering from Jimmy’s Falafel.
Set on an impressive 91 sqm heritage listed ground floor footage the space offers a visceral opportunity to discover and become part of Song for the Mute’s ever expansive long-form story.
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