A Big Move In Wedding Fashion
Bridal wear is at the forefront of an exciting new development in Brunswick.
When leading Australian fashion designer Mariana Hardwick decided to move from Brunswick Street to Brunswick, she imagined it would be the start of a new era.
The Hardwick Building, formerly the Hoopers Department Store on Sydney Road, Brunswick, opened earlier this year after two years of ideas, designs and major construction and restoration work.
Mariana owns the grand heritage building and the building that was added later on. Her business runs through the middle of the building but is surrounded by space that is being leased to a range of other operators, such as artists and retailers.
The renaissance of a retail icon
Mariana opened on Brunswick Street about 12 years ago when Fitzroy was a fringe area. We were in a warehouse and there was a sense of authenticity. It wasnt artificial or pretentious; it was a bit gritty, Mariana says. But its become really predictable.
By comparison, Sydney Road offers the culture, texture and fringe feeling Mariana once saw in Fitzroy. While such an area doesnt seem to fit the notion of an upmarket fashion designer, it all becomes clear upon meeting Mariana.
She feels the move signifies the culmination of years of working with a talented creative team. Weve gathered a huge pool of expertise in our work room over all these years. Weve all evolved the product and the signature range and now this is like our permanent home; its like a showcase for the brand.
Brunswick Palace
Mariana has always understood that buying a wedding gown is about more than the dress(http://www.sourcinggate.com/graceful-aline-strapless-sweetheart-floor-length-evening-dress-p-7264.html). Its a total sensory experience. The nature of the product and the occasion make it very special. Weddings are one of the few rituals that exist in our culture so its not just about the dress; its about the ambience, service, product, music, even the smell, she says.
While her Fitzroy salon reflected this, her new Brunswick location offers it on a grander, more extravagant scale. Named Brunswick Palace, the store is themed around a film or stage set. Entering from Sydney Road, you are immediately struck by the contemporary elegance of the design. A Y-shaped staircase rises grandly from the back of the large room, which is divided into three bays.
The reception desk and a spacious ballroom area run down the middle, while a mirror room lies to the right and two salons are sectioned off on the left.
Upstairs is a big workroom with design and fitting areas. Rather than keeping the production side of things behind the scenes, Mariana wants it to be more interactive so brides can be more involved in the process.
A distinctive label
Marianas label encompasses all special occasion wear(http://www.sourcinggate.com/soft-ball-gown-strapless-sweetheart-floor-length-evening-dress-p-7263.html), including ready-to-wear evening wear, but she is most well known for bridal fashion.
She has a strong reputation for providing well-structured quality gowns for an affordable price. Her gowns average in price at about $3000 but her popular factory outlet has seconds ranging between $50 and $2000.
She describes her label as classic with a quirk and says her team remains inspired by listening to the market. Personally she likes to ingest the multicultural vibe of her workroom. Full of gowns, designs and humming sewing machines, the workroom is a right melting pot of nationalities.
For additional information, visit Discount Bridal Gowns(http://www.sourcinggate.com/stunning-aline-strapless-floorlength-taffeta-evening-dress-p-7262.html)
by: sarealing
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