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.
THE FELLA TEAM X
Photography by Glen Michael. Creative Direction by Ali Newbury.
FLAGSHIP TRADING HOURS
Tuesday + Wednesday — 10am to 5pm
Thursday + Friday — 10am to 6pm
Saturday — 10am to 5pm
Sunday + Monday — Closed