Retailers and designers talk about creating an experience. These days there are a lot of nice stores; they look the part, they do the job. But how many leave you with that tingling, “What have I just seen?” experience?

Dion Lee and architectural partner Kelvin Ho of Akin Creative have delivered on this store-as-experience aspect of retail. It’s the perfect extension of the brand: smart and bemusing, but somehow still simple.

On Level 2 of Emporium Melbourne, Dion Lee Site 02 is all mirrors, chrome, concrete flooring, high ceilings and angles that distort and amaze. The infinity effect of a hall of mirrors adds to the other-worldly feel of the store. It is a balance of luxurious and unfinished.

The racks are set high, challenging conventional clothing display. A super-thin light runs underneath each chrome beam illuminating the garments below that have the signature Dion Lee touches: incredible detail, a futuristic sports-luxe look and directional, structured silhouettes.