Lonely Newmarket
2016

Lonely Newmarket is the most recent flagship, and second branding touch-point in Auckland, located in the historic Hayes Building on Teed Street at the centre of a fast-paced retail precinct.

The space makes a departure from the cool modern delineation of the previous Ponsonby and Wellington stores with a soft and enveloping interior that focuses on natural materials in a tactile palette of Oak, plaster, polished brass, and cast bronze.

From Monet’s ‘Les NymphĂ©as’, to Gabriella Crespi’s fluid brass forms, to Villa Noailles, the space speaks in calm and confident forms but keeps service and customer experience at its heart providing a serene and intimate showroom atmosphere to experience the brand and accessory collections.

Continuing to explore female design histories the Newmarket flagship incorporates the work of mid-century designers like Eileen Gray and Charlotte Perriand and pairs these with contemporary artists and makers - such as specially commissioned fixings in cast bronze from New Zealand artist Kate Newby - to strengthen Lonely’s values of creativity and empowerment.

The Lonely brand speaks strongly about layers of intimacy so a space that focuses on the customer, their experience, and the process of buying lingerie still remains essential. The Lonely Newmarket flagship further expands our vocabulary of what it means to be modern and romantic.

Photography by Simon Wilson