Q&A: Above The Clouds

Retail visionaries John Paul Wager and Dimitri Calligeros are the names behind Above The Clouds - an exciting and unique fashion and lifestyle concept with a rapidly expanding cult following in Melbourne. We caught up with the luminary duo to discuss the thinking and localised inspiration behind their 80 Collins store.

It would be great to hear a little about the genesis of Above The Clouds. Was there a specific experience that underpinned the initial vision for the brand?

Dim: The first time I travelled to Tokyo around 2005, shopping in Harajuku and Shibuya blew my mind. It was like nothing I had ever experienced before. Coming back to Australia I wanted to emulate that feeling of ‘discovery’ retail I felt in Japan. That was the beginning of Above The Clouds. 

Your new store at 80 Collins is your second retail flagship after Sydney. Can you tell us why it was the right location, and how you’ve encapsulated that unmistakable je ne sais quoi of Melbourne’s culture in this store?

 JP: When choosing the location for our second store, we knew it should be an ode to Sydney but with a uniqueness that would let it stand on its own. There are certain features that translate between the two - the floor to ceiling windows, corner spot, feature staircase - but the scale of the Melbourne store allows it to be both open yet intimate. From the street it’s very visible, however upon entry it’s like stepping into something familiar, considered. We wanted to tap into that ‘wow’ feeling when first entering a space without compromising on familiarity.

The unique offering of Above The Clouds already has quite a following, with your artfully balanced curation of brands holding broad appeal. How does Melbourne’s style influence the local range you’ll offer in your 80 Collins store?

Dim: We want our consumer to have a different experience in Sydney and Melbourne as so many of our customers travel regularly between the two cities. Although different, there will obviously be an overarching similarity in the curation and feel which is uniquely Above The Clouds. The first and most obvious difference is seasonal influence. It's not always easy to sell heavier outwear and layering pieces due to climate, but this is something that is easier in Melbourne. Secondly we are already finding brands such as ROA have a strong following in Melbourne, and we will continue to listen to our consumers. 

What goes into the decisions about what brands you stock, and how do you strike the balance between higher and lower price points?

Dim: I think it always goes back to our goal of ‘discovery’. We don’t feel just because a brand is expensive it automatically is ‘cool’. What we like to do is buy without judgment, mix smaller labels with larger labels, and surprise the consumer.

JP: To echo Dim, there should be something for anyone at Above The Clouds, regardless of how into fashion you are or how much you have to spend. A good retail experience should be playful, and our brand selection plays into that.

Can you give us a little insight into what’s different for shoppers visiting Above The Clouds, given what they may expect in a traditional retail experience?

JP: The benefit of being a multi-brand retailer is that we can hero different brands at different times, allowing the customer to discover something new whenever they come in. Our window displays are a point of pride for us. It might intrigue a customer from the street or introduce them to something they hadn’t heard of before. The same ethos extends between the two stores. Someone should be able to travel between the two and be surprised at each spot. 

The store layout feels really intentional—what does it express? And when someone walks in for the first time, what’s the one thing you want them to feel or take away from the experience?

JP: Our interior designers Pattern Studio did an amazing job at conceptualising a space that was both versatile yet curated. Areas such as the footwear wall and jewellery displays have highly considered design qualities based on their purpose; however the rest of the store is a relatively open book. It gives us the ability to change product locations freely, contributing to the discoverable foundations of the space.

More so than being driven by initial reactions, our priority is to create a space people want to visit again. A combination of renowned local and international brands, a world class retail team and a beautiful location allows us to be pretty confident that we’re on the right track. 

Visit Above The Clouds at 80 Collins from 10am daily.