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Lonely | New Flagship Boutique in Wellington


NZ-based Lingerie brand Lonely has just opened their highly anticipated flagship store in Wellington. Like their first, Lonely Ponsonby, which recently won two golds and a purple pin at the Best Awards, the new space is absolutely exquisite. Designed by Lonely CEO Steve Ferguson and Rufus Knight of Knight Associates, Lonely Wellington continues with an atmosphere of intimacy, elegance and warmth while aiming to capture the quiet intellect of the Wellington customer with materials and finishes more suited to their cooler climate. The mix of hard and soft surfaces is once again evident, but the materials and textures that were previously refined and sleek are now muted, softened, and more tactile. Marble, brass and and velvet combine beautifully across a palette of warm grey, earthy green, and deep purple. Centred around Lonely’s theme of sophistication and simplicity, every single detail has been carefully considered, resulting in a space that focuses on the customer and their experience. 

Two of my favourite elements of the new boutique are the lighting which includes the incredible Tip of the Tongue Lamp by Michael Anastassiades and the beautiful custom-made rugs. A collaboration with Nodi, who I recently partnered with for this post, they are made from handwoven jute, and provide a key feature throughout the store, adding both texture and warmth. 

Photography by Simon Wilson

While those of us in NZ are getting to experience these incredible flagship stores, Lonely is also making waves on a global scale. With over 245K followers on Instagram, Lonely lingerie is sold in Selfridges, David Jones and on Net-A-Porter. With the Award-winning Lonely Ponsonby described by judges as having a "superb, international quality fitout that would hold its own in any fashion district" I suspect this is just the beginning. Take a look at the imagery from Lonely Ponsonby here

Images courtesy of Lonely

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  1. Wow! Such lovely lighting and images x

    Millie x

  2. Beautiful finishing touches, Love the raw, organic rugs!

    1. Thanks Rosie. I was just talking to Olivia, the founder of Nodi on the weekend and she said it was an amazing project to work on. The rugs are all custom-made and feature a finer weave than she has done before. They really are incredible! x



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