Retail design, especially within the fashion industry, is about image, style and making the "product" visible and accessible to Consumers. e+ architecture was required to deliver a unique concept to bring together 21 Australian and International iconic designers under one roof amidst an environment of refined elegance and luxury with attentive personalised service. "Designers House" needed the essence of elegance to exude from the entry point of the retail space and extend through to the retail areas, dressing and powder room areas. With the focus on style, elegance and luxury, the design creates the shopping experience of a bygone era within an environment akin to a Parisian couturier salon. Architectural motifs, design proportions and styling from the Neoclassic and Art Deco periods were drawn upon and forms, materials and scale were combined with a contemporary twist to create the feeling of timeless elegance and beauty. The final product offers a unique shopping experience. It draws on the best of the Shopping Centre ideals - the openness and opportunity of an exhibition space together with the intimacy and pampering of a boutique fashion house. e+ architecture has been short listed in the Interior Design Excellence Awards for their work on Designers House.