A Bespoke Floral Installation for Perri Cutten’s New Armadale Flagship

This spring, Perri Cutten celebrated the opening of its beautiful new Armadale flagship store, marking an exciting new chapter for the iconic Australian fashion house. Located close to our South Yarra store, we have long provided flower delivery to Armadale for homes and businesses throughout the area.

To complement the new space and welcome customers through its doors, Victoria Whitelaw Beautiful Flowers was invited to create a bespoke suspended window installation and coordinating table arrangement, followed by floral styling for the store’s VIP opening event.

A floral vision shaped by fashion

Victoria’s vision was to create something that felt like a natural extension of both the Perri Cutten collection and the new flagship space.

“My vision was to create something that felt like an extension of both the Perri Cutten collection and the new flagship space, rather than simply an addition to it.”

The design was sculptural, refined and editorial, balancing clean structure with natural texture. Contemporary and fashion-led, it was created to make a strong visual statement without competing with the clothing or the beautifully considered interior.

Flowers and fashion share an enduring connection. Both use colour, texture, form and proportion to communicate personality and mood. Every individual element must be carefully considered, while the finished composition should feel cohesive and effortless.

Designing the Armadale installation

Created using dried and preserved botanicals, the suspended installation meandered organically across the store window.

Layered botanical groupings in varying greens, deep navy and natural neutrals introduced movement, depth and form. The natural flow of the installation softened the clean lines of the window, while its refined palette complemented the understated elegance synonymous with Perri Cutten.

A coordinating arrangement was created for the round display table inside the Armadale store. Featuring the same curated palette and botanical varieties, the arrangement continued the visual story through a natural, organic form with subtle height and movement.

Complementary arrangements were also created for two additional Perri Cutten boutiques, carrying the botanical story across the wider store launch.

Celebrating the new store

The Armadale flagship was officially welcomed with a beautiful VIP event attended by guests, customers and friends of the Perri Cutten brand.

Victoria joined the celebration and shared a few words about the inspiration behind the installation and the natural relationship between flowers, fashion and craftsmanship.

Our team also created elegant single rose gifts to welcome the store’s first customers and guests. Simple and timeless, each rose offered a thoughtful floral gesture to mark the occasion.

It was a privilege to contribute to this exciting milestone and to see the completed installation become part of such a warm and memorable event.

Congratulations to the entire Perri Cutten team on the opening of its beautiful new Armadale flagship store.

Victoria Whitelaw Beautiful Flowers provides corporate flowers in Melbourne, creating bespoke floral installations and event styling for fashion, retail, hospitality and corporate clients.