Introducing: Brie Leon Surry Hills
The Brie Leon flagship store is now open — visit us at 263 Crown St, Surry Hills.
In keeping with the brand essence, and an evolution from our King St beginnings, our Surry Hills store is a considered and tactile space. A physical manifestation of our brand identity, one that has grown and matured, the store is a refined balance of masculine and feminine, sleek and strong, hard and soft.
With the ethos of ‘less trendy, more timeless’ the space draws on uniquely textural elements and paired back details to create a store that reflects the Brie Leon brand.
A moment with the founder: Janine Zafra
What was important for you in designing the store? What were your top priorities?
I was determined our next space represented a significant step towards in our evolution, a clear reflection of our growth and maturity. The top priority was finding a place that not only resonated with us but also felt like a welcoming environment—somewhere we’d eagerly return to, a space to gather, collaborate, showcase our work, and continue to elevate the brand.
How did you make design decisions? Were they intuitive ones? From where did you draw inspiration?
Design decisions have always been driven by intuition, particularly when collaborating with designers who I trusted could truly grasp the vision. Certain elements on the mood board were straightforward to bring to life, while others sparked new ideas and avenues that we chose to explore further.
Why did you choose Surry Hills for the flagship store?
Surry Hills will always hold a special place in my heart, as it is where the brand first took root. The building itself carries a rich history that I feel deeply connected to, and I was eager to be part of that legacy.
How has Brie Leon evolved as a brand in recent years?
We have made great progress as a brand over the years, not just through our design processes and decisions, we are also still growing organically as a business.
How does the new store reflect this evolution?
The business has gradually expanded over the years, beginning from a modest spare bedroom wardrobe, to an attic, and eventually into a co-working space. We then settled in Newtown, where over the next three years we focused on refining the brand’s core ethos, defining its direction, and establishing our sustainable goals. The next step in our journey was to create a space that would showcase our products in the way they truly deserve, a space we could all take pride in. While it may seem like a natural progression for a brand, it represents a significant milestone for us, as we now feel truly proud of what we’ve accomplished.
We’re so pleased to welcome you to our new flagship store in Surry Hills. A space that reflects who we are and where we’re headed—designed with care, intention, and you in mind.
