WALK THIS WAY
David Jones devotes an entire floor to shoes
In a city that’s been dug up, redrawn and redeveloped as often as Sydney has, there are few landmarks that have survived to tell their tale. Certainly, in the highly volatile bricks-and-mortar retail market, there’s even less longevity and certainty, which is why David Jones’s celebration of 180 years of trade is such an achievement. And with 91 of those years established at the brand’s beloved Elizabeth Street address, what better way to future-proof one if its most iconic stores than by giving it a grand old facelift? The international interdisciplinary design firm Benoy was granted the mammoth task, and they were acutely aware the job meant tinkering with a living artefact. “David Jones Elizabeth Street is an architectural and social icon of Sydney that holds wonderful memories for countless Australians,” says Benoy director Terence Seah. “Constructed around 1927, David Jones was an architectural and engineering tour de force. Very modern with state-of-the-art vertical transportation systems, it was an extremely robust and well-constructed building that befits one of the most forwardthinking department stores in the world.” Enhancing the customer experience while retaining the spirit of the sprawling, multi-level Sydney CBD store was Benoy’s chief concern, and it began with the introduction of Level 7, an entire floor dedicated to shoes, which was unveiled in last October. “The new luxury shoe world is the beginning of the David Jones transformation,” says Seah. “Once the great restaurant that hosted Queen Elizabeth and Prince Phillip’s visit to Australia in 1954, we sought to bring back the wow factor with a design that emphasises the seven-metre high ceiling.” Complete with brass-finished stainless steel shelving, gold- and marble-accented display tables and velvet armchairs, the new floor is further highlighted by million-dollar views of Hyde Park and Sydney Harbour, which can be seen through the original arched windows. Welcoming luxury footwear collections from Louis Vuitton, Dior and Chanel for the first time, the formerly underused Level 7 space has been transformed into a naturally well-lit mecca that will happily accommodate even the fussiest shoe aficionado. This glamorous addition to the well-loved shopping haven is the first of many exciting developments for David Jones Elizabeth Street, with the whole project set to even the playing field between DJs and the world’s best department stores. Next up? A champagne bar on the mezzanine above Level 7, and later in 2019, the unveiling of the beauty and accessories floor on Level 1 as well as new and improved womenswear floors across Levels 2, 3 and 4.