Lonely’s Newmarket store aims to create an intimate customer experience

Creativity and female empowerment are subtle, underlying themes in this serene and luxurious flagship store for cult label Lonely


Lonely’s Newmarket store aims to create an intimate customer experience

With Monet’s Water Lilies, the fluid brass forms of furniture designer Gabriella Crespi and the early modernist building Villa Noailles cited as influences, the shop radiates a sense of calm and confidence. The aim was to create a serene atmosphere in which customers could explore the collections.


The space is a departure from the cool, modern look of the Ponsonby and Wellington stores, with a soft and enveloping interior which focuses on natural materials in a tactile palette of oak, plaster, polished brass and cast bronze.


The brand is all about layers of intimacy. By creating a space that puts an intimate customer experience first, Lonely puts forward the notion of lingerie-buying as an essential ritual for the modern woman.

By incorporating the work of mid-century designers such as Eileen Gray and Charlotte Perriand, paired with work by contemporary makers such as New Zealand artist Kate Newby (who created the store’s cast bronze fixings), the flagship reinforces Lonely’s values of creativity and female empowerment.


Lonely Newmarket is the brand’s most recent flagship and second ‘touchpoint’ in Auckland. Located in the historic Hayes Building, the store is at the heart of a busy retail precinct.

Lonely Newmarket.
6B Teed Street, Newmarket, Auckland
09 522 1566

Photography by: Simon Wilson.

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