Melbourne – Australian multi-sensory concept label Dust has created a retail experience that explores the five senses.
Initially they started as a summer party, showcasing DUST’s space, inaugural fragrance and a matching piece of original music by experimental musician Robin Fox. This event left many in attendance curious about what to experience next.
Now DUST opened its doors to reveal a “pre-collection” and light was finally shed on the project. When entering the store you are firstly overwhelmed by the ultra-futuristic interior design. But what can you purchase? Printed shirts, imported records, a fragrance and more. Branded as a “multi-sensory concept label”, the idea is to stock products that appeal to each of our five senses.
Its summer fragrance (which is released throughout the store) and Robin Fox’s corresponding work (available on SD card) can be found at the counter. You’ll also find scented candles inspired by experimental records from Berlin-based label Raster-Noton, and art publications.
This “pre-collection” does not yet fulfill the brand’s intention to meet all five senses. Taste, for instance, is left uncatered for until the full range hits the store. A selection of Japanese tea will become available.
This unusual new label and retail store obviously targets a very niche audience. Yours, Fran