IN BED opens flagship store in Paddington...
Launching in 2013, Sydney based homewares & lifestyle label IN BED create thoughtful home essentials for everyday life. Inspired by creative people and homes from all over the globe, IN BED focuses on classic, utilitarian products made to be lived in and loved for years to come.
And this month they opened the doors of their first retail flagship store in Paddington, Sydney. The concept store brings the label’s eCommerce site and much loved journal to life. The space invites customers to step inside and feel at ease, simultaneously offering a sense of discovery and intimacy similar to that of entering the home of a new friend for the first time.
“Our aim was to create a destination that is warm, welcoming and character filled but still elevated. A space that makes you want to linger, enjoy and drink it in. A space to inspire”, explains founder Pip Vassett.
The interior design is the result of a collaborative process between IN BED and long-time co-conspirators and friends We are Triibe, and was inspired by the vast array of past Journal features, IN BED campaigns and the homes of real, creative people (an inspiration for the label since its inception).
"We worked with our long time friends and collaborators We Are Triibe on the design of the store. Our aim was for the space to feel like walking into a friends home, allowing our customers to feel a sense of warmth and familiarity. We want to encourage our customers to hang out, linger and explore." Pip Vassett, founder and director of IN BED.
“We incorporated carefully selected natural materials that are layered through the kitchen, dining and living areas of the store with a variety of timbers through wall panelling and custom joinery. We also used Olive green textured tiles for the point of sale and bathroom area to further apply the natural palette”, explains design duo We are Triibe.
The design is cosy, warm and works with the space’s existing natural light, which floods the store through a glass wall and exposes a striking leafy view from the treetops outside. One of the focal points of the store is a custom made dining table built from camphor laurel timber which was hand selected, milled and created in order to retain its natural beauty (by the joiner commissioned for the store, Exit Eighty Six), whilst another is the refurbished staircase with it’s curved railing rendered in a textured paint to differentiate it from the warm and muted tones used elsewhere.
A full range of IN BED’s bedding, bath, kitchen & home textiles, as well as a thoughtful curation of items from brands such as Walk In The Park, Wingnut & Co, Henry Wilson and Tara Burke are available in store.
"We are excited to be able to meet and directly communicate with our customers through our Bricks and Mortar space and receiving immediate feedback and responses to products. We also look forward to hosting in store events and workshops for our customers in the near future, allowing us to strengthen and personalise our relationships with our customers even more." Pip Vassett, founder and director of IN BED.