Technology has been given a stylish makeover, thanks to the Move store now open in Melbourne’s shiny new Emporium. From the Dick Smith family but catering to an entirely different demographic, Move offers fashion inspired accessories, computers and mobile devices for people who want technology with a twist of style. Taking its inspiration from the fashion world, instore you’ll find carefully constructed window displays, colour co-ordinated shelves, curated products by style icons, designer collaborations and even a fitting room, where you can try the products on for size. It’s a smart retail concept designed to attract a more youthful and fashion focussed audience who may sometimes feel out of their depth in a traditional technology store.
The first thing that strikes me about Move is how visually appealing and easily navigated it is. Now, I know very little about technology (I still borrow DVDs from Blockbusters!) but I find myself intrigued about all the items on offer. Rows of headphones arranged by colour dominate the back wall like a rainbow, everything is out to be touched and tested making the whole experience a completely tactile one. I’m particularly drawn to the side of the store with the accessories – Romance was Born phone and ipad cases come in whimsical designs in bright colours, while the sleek leather laptop pouches would get both men and women fawning.
Following the idea of seasonal trends, Move will be inspired by different themes, starting with ‘Capture the City’ which has taken its inspiration from Friend in Fashion blogger Jasmine Howell. She is the first Melbourne Move Maker to curate items for the editor’s pick table, with pieces she uses in her day to day life. Every aspect of the theme has been meticulously planned to a tee, including aroma, sound and sight.
Perhaps the biggest coup for the store will be its designer collaborations, which has started on a high with an exclusive collection from Dion Lee, including sleek looking ipad and phone cases in his sleek signature style. Fresh from showcasing his Dion Lee II collection at MBFWA the week before, I stole a few minutes with him to talk about the links between technology and fashion.
BS: How have you translated your signature to this collection of technological accessories?
DL: We’ve really translated the ethos of the brand– Dion Lee is all about the mixing together of different fabrics, so we’ve got neoprene, industrial canvas and fine leather all working together.
BS: And how do you use technology in your brand?
DL: It plays an important role. We’ve been playing and experimenting with technology in print design, testing out interesting fabric development and of course in our engineered designs.
So if it’s just as important for you to be able to wear as well as use your technology, then definitely pay the Move store a visit. As the place where style meets substance, get ready to embrace technolo-chic!
Onya Fashion Ed’s Picks
Mighty Purse: Available in a range of colours and designs, every modern woman needs one of these. Basically a portable phone charger encased in a stylish looking purse, the mighty purse ensures you’re never caught out flat. Would have been perfect for Fashion Week too!
Dion Lee Limited Edition Phone Case: An affordable way to get a piece of this designer’s talent. The phone case is made from sleek embossed black leather, with a minimalist design that will suit both sexes.
Yurbuds Sport Earphones Developed for Women: I cannot honestly recommend these enough! I’ve always had trouble with in ear headphones, which have always been too big and fall out when I walk, let alone when I run. These headphones are small sized, confortable and guaranteed to never fall out – and so far mine haven’t! I love the colour choice too.
You can find Move stores in the Emporium, Highpoint, Bondi Junction and now Indooroopilly.
Image credit: APL Photography
