DUST’s concept store, Melbourne. Photography by Peter Bennetts DUST’s concept store, Melbourne. Photography by Peter Bennetts
DUST concept store, Melbourne. Photography by Peter Bennetts DUST concept store, Melbourne. Photography by Peter Bennetts
The scent versioning of atmp(r), Dust The scent versioning of atmp(r), Dust

Sensing success: Melbourne store explores the five senses

18 : 12 : 2014 Dust Redux : Multisensory Retail : Soundscapes

Melbourne – Australian multi-sensory concept label Dust has created a retail experience that explores the five senses.

Dust has a division inspired by each sense, creating products that appeal to taste, touch, sound, sight and scent, all of which are showcased in its new store.

All products share equal importance in what first appears to be a store selling print-to-order garments. Visitors to the basement space will soon realise that they have more than they bargained for, however, as motion sensors trigger the brand’s signature fragrance, while specially commissioned vinyl records provide a treat for the ears as imported Japanese matcha tea brews quietly in the corner.

‘At every turn there is something to disorientate you or catch you off guard,’ Dust cultural director Roya Azadi tells LS:N Global.

This assault on the senses will soon include audio installations and a small-run of special print publications that tick ‘touch’ on the brand’s sensory checklist. 

Created by interior designers Sibling, the space, inspired by Da Vinci’s Golden Ratio, features a repeating 3D geometric motif in a disorientating combination of mirrored reflections and luminescent surfaces.

For more on multi-sensory retail, read our Soundscapes macrotrend.

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