The Daily Edited (or tde.) is a fashion brand all about creating products where form meets function, with a notion of understated chic and a focus on creating products with a luxury feel at an attainable price point.
Flowcrete Australia supplied the floor for The Daily Edited’s flagship store located in Australia’s (and the Southern Hemisphere’s) largest shopping center, Chadstone. ‘The fashion capital’ is located in the Melbourne suburb of Malvern East and is a world-renowned fashion and entertainment hub attracting local and international visitors.
The project involved the installation of Flowcrete Australia’s seamless resin terrazzo flooring system Mondéco EP in order to match tde.’s brand aesthetic and functional criteria. The 50 square meters of epoxy based terrazzo was applied during normal trading hours, and featured local Australian marble aggregates in a neutral colour to emulate the brand’s high-end identity.
The impervious nature of Mondéco is ideal for keeping the floor clean and hygienic, allowing fashion lovers to browse and buy with a decorative, hard wearing and onbrand surface underfoot. The appeal of Mondéco to a fashion house such as tde. is its availability in an unlimited resin colour palette, with the scope to include a wide-range of different aggregate materials in order to create the perfect floor finish.
Thanks to Mondéco EP’s robust characteristics, The Daily Edited could rest assured that the floor would maintain its visual impact in the face of the heavy pedestrian traffic, daily cleaning, high heels, scuffs and scrapes that it would be exposed to in a busy retail environment.