Modernist building hosts Oscar Bravo store
The former Liverpool & London & Globe Building at 62 Pitt Street in Sydney, built in 1962, is a prime example of the city’s Modernist architecture. The building, now heritage listed, features a wedge-shaped plan with a single structural column interrupting each floor, showcasing the era’s emphasis on technology and precision.
March Studio was commissioned to design the interior of Oscar Bravo, a tailored shirt brand, within this building. The client chose the site due to its connection to the Modernist period and the community it wants to be a part of. This alignment of values between the client and architect is rare and has resulted in a successful project.
Oscar Bravo’s Proposition
Oscar Bravo aims to redefine the traditional tailored shirt experience, making it accessible and wearable for any occasion. According to March Studio director Rodney Eggleston, the goal was to replace nostalgia with optimism and exchange the weight of tradition for the confidence of the future.
The 70-square-metre fit-out takes inspiration from the Jet Age, incorporating elements such as curved and perforated aluminium cladding, custom lighting, and spotted gum joinery. The use of aluminium is particularly notable, as it mirrors the host building’s aluminium curtain wall.
The Design
The main space features a central counter, designed to resemble an oversized ironing board, where shirts are steamed and pressed throughout the day. This decision brings the labour of tailoring to the forefront, rather than hiding it behind a curtain. Customers can then move into a dedicated fitting room, where they are measured using Oscar Bravo’s bespoke system, receiving a precise individual fit in under ten minutes.
The project also features a partnership with Cavigneaux, an independent identity practice, which handled brand identity, wayfinding, and graphics. This collaboration is evidence of the ongoing relationship between Cavigneaux and March Studio, which was co-founded by Anne-Laure Cavigneaux and Rodney Eggleston in 2007.
The building’s heritage listing and Modernist architecture played a significant role in the design process. March Studio’s team took inspiration from the building’s original features and incorporated them into the design. The use of aluminium cladding and spotted gum joinery are examples of this. The team’s attention to detail and commitment to preserving the building’s heritage are evident throughout the project.
The partnership between March Studio and Cavigneaux was instrumental in creating a cohesive brand identity for Oscar Bravo. Cavigneaux’s expertise in brand identity, wayfinding, and graphics helped to create a unique and recognizable visual language for the brand. The collaboration between the two studios resulted in a design that is both functional and visually appealing.
