Online shopping sensation AURA by Tracie Ellis has opened a bricks and mortar store in Melbourne suburb of Malvern and, for the first time since its launch in 2000 allows a tactile hand-on experience of the products before you buy.
A wonderful corner location, two smaller stores have been made into one luscious setting with interiors stripped back to the original bones to expose textural brick walls and the exterior covered in ivy to embodies the textural philosophy of design behind the iconic brand.
Founder Tracie Ellis is a textile designer and this is very clear in the choices she makes for the range of AURA homewares – beautiful natural fabrics, and dramatic patterns in bed linen, sheets, handmade cushions, throws, towels, table linen and dinnerware.
Often inspired for her collections by pieces picked up on her world travels, Tracie says “It’s quite special to have something [collected] from every trip you go on.”
‘When decorating with colour and pattern, remember to suit your personality, and choose what makes you feel happy.’Tracie Ellis
The new store is laid out less like a shop and more like home, designed around areas found in the home. “We wanted our customers to be inspired by how the products could work in their spaces,” says Tracie.
‘We strive to create products that rest effortlessly together, ensuring seamless transitions as you move through your home.’Tracie Ellis, Founder & Designer
Medium crochet basket in Black – just the item to punctuate any corner of the home with style, be it as a plant pot on your home office desk, a storage basket for fresh hand towels in your bathroom or filled to overflowing with this seasons Christmas baubles, it can do the work of all three!
AURA Home Concept Store
1371 Malvern Rd, Malvern
T: 9822 6980