It’s been a while since we’ve had a physical presence in Auckland, and when a space became available in the vibrant Newmarket precinct it was the perfect opportunity to return. Our oasis of calm in this bustling area opened on November 8.
Gezellig Interiors, who we collaborated with on the design of the store, took inspiration from Newmarket’s history, which is steeped in materiality. Once known to Māori as Te Tī Tūtahi (the cabbage tree standing alone), Newmarket held a position of strategic importance to the various iwi that occupied the land here. Later, it was a busy industrial and trade area with livestock, sawmills and ironmongers. This is reflected in the Auckland Bluestone and metal providing a base palette to the store, which is layered with woodcraft and woven cloth.
Human craft is evident throughout the store, with hand-applied wall treatment and hand-crafted cabinetry. Rocks taken from the surrounding landscape are formed by skilled stone masons, adding to the tactile nature. Natural elements are also woven into the clothing displays; cabbage trees, swamp kauri, wool yarn, beaten metal, and hand-forged nails.
Every single touchpoint is considered, from Macrocarpa art sculpted beautifully by nature to a vase custom-made by Author Ceramics using sand from local Auckland beaches. A Wilson and Dorset Sheepskin and custom bench seats bring warmth to the space and Totara display tables have been crafted from trees recovered from the Pohangina River in Manawatu - after they were uprooted during a major storm. Even the in-store imagery has been made using recycled yarn offcuts from the Untouched World workrooms; nothing goes to waste.
In an increasingly digital world, the opportunities to celebrate physical materials are slim, but it’s vital that the store embodies our deep connections with natural materials and human skill, just as our garments do.
Nowhere is this relationship with people and nature more evident than with the Māori kite – Manu Aute, which forms our logo. It links the earth to the sky, and represents a soaring freedom of the spirit, a perfect embodiment of the Untouched World philosophy. We have referenced this in-store with an incredible woven kite by Paula Rigby (Ngāi Tahu) which soars above you as you browse. Another feature, the woven basket, was created by Paula from cabbage tree leaves, referencing the history of the area.
The result is a calm, airy space which leans into the quiet luxury of natural materials, while honoring the human involvement and industry which got us here.
