Daniel Alexander Couture recently moved to a bigger space in Fortitude Valley and Daniel invited me to visit the new showroom.
His new space at 39 Berwick Street in Fortitude Valley is actually a funky warehouse which now houses his workroom and showroom. There are no hangers in the showroom – instead, fully dressed mannequins decorate the space. Daniel says that now that his clients see dresses in a three dimensional form, they rarely try them on.
The showroom feels more like an exhibition space than a store. The emphasis is on displaying pieces with as much drama as possible. He achieves this with subtle lighting and negative space – the more dramatic a piece, the more space it receives.
If you visited Daniel Alexander Couture in his former Ann Street store you would have met his gorgeous pooch Vivian (she was named after Julia Roberts’ character in Pretty Woman – how cute!). Vivian was more than happy to pose for my photos and at the end I was tempted to sneak her into my bag and take her home.
Daniel has ambitions plans for the showroom and an opening party the town will never forget. I will do my best to keep you posted but for now here are some photos I took of his new space.
Daniel Alexander Couture information
Images © Vanja Stace 2011