In the heart of South Melbourne, a former axe-throwing warehouse has been transformed into Swop's largest clothing store, a space that feels more like a quiet exhibition than a typical retail environment. This project, designed by William McRoberts with Joseph Gardner of Studio Gardner, is a testament to the power of restraint and thoughtful design. Instead of starting with retail, McRoberts began with the site itself, a large warehouse from 1938 with nine-metre ceilings and steel-framed windows. The brief was simple: keep the space open and let the existing structure do most of the work, then introduce precise interventions to make it functional as a retail store.
One of the key interventions is a perforated aluminium mesh wall that quietly divides the front and back of the house. This minimal yet effective design element filters light through its fine surface, casting shifting shadows and reflecting the building's original steel windows. The effect is subtle but constant, making the space feel alive and dynamic. McRoberts notes, 'It's quite minimal, but it does a lot.'
The broader ambition was to create a space that feels more like a gallery than a typical shop, somewhere people could move through slowly and spend time. This atmosphere is reinforced through Studio Gardner's curation, which layers collectible design into the architectural framework. Joseph Gardner describes a deliberate softening of the industrial shell, sourcing a mix of vintage and contemporary pieces from both local and international designers to create zones that feel somewhere between a design gallery and a place you actually want to sit and stay awhile.
The result is a lived-in richness: a 1970s inflatable sofa by Günter Sulz, a Vignelli piece, and custom works sit alongside emerging Australian designers, dissolving the boundary between display and use. Even the challenges, such as concealing fixings within the mesh and integrating services without disrupting openness, help to create clarity and reinforce the overall design.
What remains is a space defined by volume, light, and restraint, where clothing is given unusual reverence. This project is a brilliant example of how thoughtful design can transform a space, creating an immersive and engaging experience for visitors. In my opinion, it's a masterpiece of modern retail design, and it's a testament to the power of collaboration between architects and designers.
