Articles, Projects

Sir The Label, Fortitude Valley

Contemporary womenswear label SIR has just opened the doors to its second Australian retail store, this time in Fortitude Valley’s buzzing James St precinct. Partnering with Tamsin Johnson to create a space that exudes rustic charm and charisma, SIR’s new retail space embodies the warm character of both SIR and Tamsin Johnson alike.

The buzzing James St precinct is home to Brisbane’s luxe hospitality darling, The Calile Hotel, as well as a host of fashion’s biggest names such as Aje, Bassike, Camilla and Marc, St Agni and Scanlan Theodore (just to name a few). So, when Nikki Campbell and Sophie Coote of SIR were looking to expand their retail offering, Fortitude Valley’s most recognisable shopping hub was a natural fit. 

The label, synonymous with elevated essentials and pared-back elegance, was founded in 2014 with initial stores taking the online-only collection to bricks and mortar in Manly, Perth, Bondi (where the label has its origins) and now Brisbane – a base from which the quintessentially-Australian lifestyle brand seeks to expand its relaxed offering. 

After working with interior designer Tamsin Johnson for their Bondi store, Campbell and Coote wanted to channel that same energy into their most recent retail space, engaging the designer to bring her distinctive eclectic-yet-refined style to the Brisbane locale. 

Expanding their retail footprint in a new area meant observing the local feeling while imbuing a sense of SIR’s minimalist edge. Like its Bondi sibling, the Brisbane store was crafted using an eclectic, layered palette of vintage finds and contemporary additions that play upon the unique character of the surrounding area, as well as drawing on the tones and textures of SIR’s luxurious collections. 

Light floods through the expansive double-height ceilings (emphasised by the mirror-lined staircase) that retreat into an intimate interplay between hard and soft, light and dark. A reimagined Los Angeles cosmopolitan feel is threaded throughout, where concrete floors are flanked by soft white carpet walls, timber detailing and striking stainless steel. Mirrored bronze arches reveal private changerooms that glow with an amber-hued warmth reflecting off the custom mirror-tiled coffee table that centres the cozy seating area and invites guests to linger longer. A rich azure rug is a centerpiece of colour, contrasting with Tamsin’s bespoke glass table seemingly balanced on a sculptural base of blush-toned stacked spheres. 

The sleek counter, forged from Austral Bricks’ Smokey Quartz Venetian Glass Bricks, is a statement in itself, providing a grounding point from which the energy of the store exudes, injecting the space with a contemporary edge and modern sensibility. 

SIR’s latest retail space celebrates the brand’s feminine, silhouetted shapes, with a nod to its hint of masculine tailoring and natural fabrication, transporting Brisbane’s hottest retail destination to styling new heights. 

SIR James Street store is located at 46 James Street, Fortitude Valley. 

Featured Product
Austral Bricks Venetian Glass in Smokey Quartz Natural
  • Venice – historic city of bridges and canals, art and artisans. For centuries, Venetians have been producing magnificent glass pieces of every description. Our new range has all the features you’d expect in coloured designer glass – brilliance, transparency, sophistication.
Learn More +
Get In Touch
Build your dream home.
Learn about our products.
Learn from the best.
Join us at an event.
Get Inspired
Stay up to date with the latest trends, products projects and more on Instagram.

Our team is ready to help.
Call 02 9830 7800
iVisualise Icon
Visualise the exterior of your home
Get to know our products Face‑to‑face
Find Us