Nestled amongst the bustling activity of Fitzroy’s iconic Smith Street, the first northside location for Australian homewares label, Hommey, offers an immersive retail experience dedicated to curating comfort for the home. Warm timbers, lush carpeting, and soft curves create a cosy yet playful atmosphere, balanced by subtle textures and glossy finishes that complement the brand’s bold, textile driven offering.

Entering through the rich, terracotta-tinted concrete façade of the newly built 131 Smith Street building, visitors are met with a trio of interior volumes, gently separated by permeable display ‘portals.’ In the front volume, a pale blue upholstered sales counter mimics the bubble-shaped typography of the Hommey brandmark, complemented by ‘new arrivals’ displays and visual merchandising plinths that nestle into the curved glass shopfront. Hommey’s core living and bedding range occupies the store’s centre, with the brand’s signature towels, robes and sleepwear set beyond.

Throughout, rich timber floors are set against steel blue and butter yellow joinery and enlivened by bursts of blush and silver-blue stone with gold veining, encouraging customers to feel, see, mix and match the brand’s full range of homewares in an environment that feels comfortably like home.

Photography: Jack Lovel