It’s taken more than 10 years, but finally, Kiwi accessories label Deadly Ponies has made it to the capital. We had a chat with creative director Liam Bowden about the colourful new outlet.
Wellington is Deadly Ponies’ fourth store. Two Auckland stores and a Christchurch one are already in existence, with similar themes for their fit-out – both Auckland stores have timber elements, one also incorporating marble, and the Christchurch store’s shop fittings are carved out of blue industrial foam.
The Register team has noted a number of new retail premises sporting similar-looking blush-pink interiors with copper and marble accents, so we’re thrilled to see something completely different from Deadly Ponies in Wellington. Katie Lockhart, herself a retailer via Everyday Needs, was the interior designer behind the fit-out.
Bowden says the creative direction for the store was to “glow warmth on a cold, windy Wellington night”. It is located at 28 Ghuznee St and will open this Saturday.
You’ve gone down a slightly unusual path for a Kiwi craftsperson in opening your own stores rather than solely pursuing stockists. Was that the plan all along?
Yes it was, for us it is all about sharing the full experience of the Deadly Ponies world. Our customers are so varied, as are our stockists, so having our own stores creates an opportunity to have one location where the entire collection can be explored.
How does this new store fit in with your strategy for Deadly Ponies?
Taking Deadly Ponies direct to the country’s capital is amazing. Wellington is the creative hub of New Zealand, for fashion, art and design so it felt like a natural location for our next store. Looking big picture, Wellington is our fourth New Zealand store, joining Newmarket, Ponsonby, and our concept store in Ballantynes and we are not looking to stop there… I get a real buzz from being able to create beautiful spaces to exhibit the entire collection as well as the ability to offer bespoke designs, much like the exclusive Mr Stitcher in Fur, which was designed especially for Wellington.
How do the stores reflect Deadly Ponies’ design philosophy?
It’s bespoke, creative and high quality. Each store is cohesive but stands on its own in a unique way. We have worked with interior designer Katie Lockheart from the very beginning, on all our retail stores. She’s fantastic at always helping us to achieve something playful yet sophisticated.
Will the Wellington store have any unique features?
The Wellington store will stay true to our Brancusi-inspired aesthetic – fitted out with similar shaped plinths, yet as with each of our stores, have its own distinctive feel. Wellington is all about glowing Perspex light boxes, plinths and perhaps most impressive, a 4.4m scarf tree!
What’s the next step? Australia?
Well we have just set up a great showroom in Japan and also will start selling in Paris come September. We have so many other exciting projects and collaborations coming up over the next six months.