Damien Horan and Dan Oliver started Assembly Label in 2011, in order to create desirable minimal basics for a coastal lifestyle. With their tireless efforts they broke into a saturated market by creating highly considered, functional, easy to wear products at realistic prices, while retaining premium quality. Learning a lot from their origin in menswear in their earlier years, 2014 was the year they branched out into the women’s market, all whilst adhering to their original ethos.
As the label was growing, so they were looking to create the milestone of their first flagship store in their local town of Bondi, New South Wales early 2015. This is where we come in. With first connection made through the social media giant, Instagram, the Assembly Label team enquired about a possible store fit out just over the bridge from us in Bondi. Loving the stuff they do, of course, we said yes.
Working together, we wanted to create a shopfront reflective of the minimalistic, coastal lifestyle that they clung to within their label. We met, discussed and designed all that could be… simple, functional and clean. Ash was the timber of choice, finished in a lime wash, complemented by flat white-coated plywood shelves and fixtures. The fit out accentuated the clothing and the clothing complimented the fit out, it was a match made in retail heaven.
Progressing from their Bondi store, the Assembly team were ready to raise another flag. This time they found a spot a bit closer to us on the Northern Beaches, a block back from the iconic Manly beach. We were thrilled to hear of their plan of the new store and it was only natural we agreed on getting involved again. Following similar aesthetics of the Bondi fit out, the team revamped a 1923 art deco building and we kept it flowing with the lime washed ash and white-coated plywood.
Having launched late October 2015 with the addition of a coffee sore inside, the new Assembly Label store in Manly organically fits the minimalistic, coastal lifestyle they’ve always carved out within their clothing. As always, it was a pleasure working with the Assembly team and we wish them all the best in their new store.
Assembly Labels new store is open every day and is located at 79-81 Pittwater Rd, Manly NSW.
Photography by Joshua White