Juliette’s New Market

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Juliette Hogan has opened a new store in the suburb of Newmarket.

Juliette Hogan has opened a new store in the suburb of Newmarket. Image: David Straight

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Pip Maxwell helped to make the interior reflect what Hogan is trying to do with her brand.

Pip Maxwell helped to make the interior reflect what Hogan is trying to do with her brand. Image: David Straight

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Hogan wanted to create a white, neutral space where clothes could be displayed like artwork in a gallery.

Hogan wanted to create a white, neutral space where clothes could be displayed like artwork in a gallery. Image: David Straight

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The new store is located on Osbourne Street within a 1906 brick-clad heritage warehouse.

The new store is located on Osbourne Street within a 1906 brick-clad heritage warehouse. Image: David Straight

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Fashion designer Juliette Hogan has expanded her Auckland empire into the popular shopping precinct of Newmarket. Her new store resides within a 1906 brick-clad, industrial, heritage warehouse (2-8 Osborne Street). “I found a place that reflected what I am trying to do with my brand. It was just a beautiful building and I pretty much… had to do this!” says Hogan, “I love that juxtaposition of the old and the new, the industrial rawness of the place combined with the soothing interiors.” Hogan, who designed the fitout with the help of project manager Pip Maxwell, gutted the inside and sought a neutral, white space that emulated an art gallery. “I like negative space, where the clothes can be displayed like artwork… airy, soothing and luxurious without being crowded by retail assistants or too much clothing on too many racks.”


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