37 William Street

Our First Flagship Store

Our First Flagship Fella Store 37 William Street, Paddington.

The new FELLA flagship store is a beautiful collaboration between the brand’s designers Rosie Iffla & Christine Tang-Corte, alongside Interior Designer Alexandra Ponting of AP Design House. Inspired by Milanese flooring and relaxed Parisian cafes, the store runs true to the heritage Paddington-style townhouse exterior to portray a uniquely modern yet classically chic interior. The running curvature theme throughout the design — seen most predominately in the two-tone marble flooring and custom blackened steel railings — is a nod to the waves of the ocean. Through the support of Spanish hat brand Romualda, co-owner Mariana assisted in designing the hat section of the store, featuring the artfully sculpted blackened steel hat holders to provide a delicate yet delightful display for the Romualda x FELLA hat collaboration. Texture throughout provides rich materiality, bringing attention to the finer details in the store — from the eggshell render on all walls & matching joinery, the two harmonising shades of marble floors, to the soft & buttery changeroom rug underfoot. The beautiful olive trees spotted throughout the store provide a final European touch. We look forward to seeing you in store and hope our customers enjoy the space as much as we did designing it.


Photography by Rory Gardiner. Creative Direction by Alexandra Ponting.


Monday — Closed

Tuesday — 10am to 5pm

Wednesday — 10am to 5pm

Thursday — 10am to 6pm

Friday — 10am to 5pm

Saturday — 10am to 5pm

Sunday — Closed