Eastland Beauty Garden

When art is intrinsic to a brand narrative

A new space for retail in Melbourne.

In 2016, QIC commissioned Universal to reimagine the heart of Eastland, one of Australia's foremost lifestyle and retail offers located in Melbourne. Charged with specifically rethinking the beauty arcade, Universal looked to the intersections of nature, fragrance and raw materials as a way to create a heightened experience for customers.

To bring the space to life, we worked with British artist Rebecca Louise Law on an arresting floral canopy that worked with the existing architectural framework to create a space cocooned by florals that invited in natural light.

150,000 naturally preserved flowers were sourced locally from Australia. The permanent installation is suspended above the beauty garden and acts as a space for wellbeing, housing like-minded brands. The dehydrated blooms are from a range of species that lend themselves to sculpture, from hydrangea to rodanthe, rose and protea.

"The intention for my works is for people to take a moment to be brought out of themselves and the canopy is no exception. There is an innate relationship between flora and beauty, so this was integral to inspiring the development of the canopy at eastland."—Rebecca Louise Law, artist