Designed by the fashion brand’s in-house architectural team, the four-storey boutique “represents the dream”, says Ralph Lauren chief executive Patrice Louvet.
I f you were at the Australian Open this year, there was no missing it: just inside the gates of Melbourne Park was a Ralph Lauren store, selling towels and water bottles and polo shirts in the style of the tournament’s officials.
Ralph Lauren’s new flagship boutique on Sydney’s Pitt Street. The city’s Australian World of Ralph Lauren store opens at the end of this month. “It’s ‘Welcome to our home’,” he says, of the store’s combination of familiarity and glamour. After a beat, he adds, “Well, not ‘our home’. Ralph’s home.” Another pause. “Well,Doing things just a little differently is a philosophy that has worked for the brand. Lauren launched with ties in 1967, making them significantly wider than those on the market at the time.
“Digital fashion is something we are super excited by,” he says. “Nobody has the answer yet, and nobody has perfected it, but we want to experiment and lead.”
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