R.M. Williams opens a new flagship in Melbourne inspired by the outback

WORDS Mia Steiber PUBLISHED Fri, 18 Dec 2020 - 1:26 pm

Step inside the new R.M.Williams flagship store.

A brand new tactile shopping experience has opened up in Melbourne's Chadstone mall on December 17 2020 - in addition to its flagships in other locations.

Born from a creative collaboration between the brand and award-winning agency E2, this new store has been designed to share the core values of the brand. It brings to life the essence of the Australian outback, sharing the origins and identity of the R.M.Williams brand with all who enter.

Jarrod Scott chooses a style of shoe ahead of his personalised fitting

The interior design helps to forge a connection with the modern adventurer all while remaining true to the brand's DNA. The concept for this flagship takes inspiration from the R.M.Williams Boot Room in the workshop, located in Adelaide Australia. The colour palette draws from the hues we see in the Australian landscape: warm reds, browns and bronze tones. With finishing touches of blackened steel, rusted metal and stockyard fencing, all the elements come together to herald the rugged elegance that is R.M.Williams.

One of the guiding principles in the design was sustainability. Most of the materials and sustainably-sourced and recyclable; and the technologies within the store are energy efficient. The wood elements within the design is from recycled sources and the furniture is inspired by heirloom items.

The crowning jewel and centrepiece of the store is a floor-to-ceiling LED screen that showcases the brand's origin story. It shares the heritage and history of R.M.Williams with all. The video footage shown was captured by Michael Fletcher and highlight the beauty of the natural Australian landscape.

A unique feature of the store is the womens boot table and a Made-to-Order table. In particular the Made-to-Order table connects us with the brand on a deeper level, showing us the process and craftsmanship of the brand. And, it allows for an endless array of customisation options so you can get a personalised fit - a pair of boots made just for you.

Jarrod Scott has his foot measured so a pair of shoes can be customised specifically for him

E2 Project Director, Julian Marocchini, says, “Our inspiration was drawn from iconic structures that we can all connect with; the humble Aussie shearing shed with its wooden trusses informed the store ceiling, rusted copper roofs, wire fencing and the red weathered earth of the Australian outback influenced the palette and materials used throughout the store, and the leather from which the iconic boots are made is paid homage throughout the store in furniture and detailing.”

“We are always wanting to share our Australian heritage with the world. Through a rusted window our new flagship takes customers on a journey though the craftsmanship and outback origins of this amazing brand,” said R.M.Williams CMO, Mathew Hayward.