MIMCO has long held the reputation of a brand that pushes the boundaries, so naturally, the opening of our first ever flagship boutique was no exception. In an Australian retail first, the boutique features a seamless 360 degree projection ring and a multi-sensory, interactive touch table that allows you to delve into the journey of our designs, from concept to creation. It’s an extraordinarily eclectic world dedicated to the art of dressing up.

MIMCO Mid City

 MIMCO Our interactive table

Developed with Telstra & Mandoe Media as part of a “beautiful collaboration”, the store opened to much fanfare last week. At the media preview, MIMCO’s Managing & Creative Director, Cathryn Wills (CW), spoke of how the MIMCO woman craved a tangible retail experience with hands-on digital technology, and this ground-breaking retail space was the only way forward. “MIMCO has always been seen as an escapist brand, and when you come into one of our boutiques you should feel like you’re playing and dressing up, but we really wanted to take that to the next level with our flagship.”

Cathryn Wills with Jesinta Campbell at the MIMCO Flagship media preview.

MIMCO has always been seen as an escapist brand, and when you come into one of our boutiques you should feel like you’re playing and dressing up, but we really wanted to take that to the next level with our flagship.

Personalised leather embossing was in-store at the MIMCO flagship.

So what were our loyal MIMCOLLECTIVE ladies lining up for come opening day? After cutting the ribbon with the stunning Jesinta Campbell, CW opened the doors to a dreamy accessories haven. And in true MIMCO celebratory style, delicious treats courtesy of Bake Down Cakery and Cali Press Juices were served for a touch of sweetness. Bespoke polish courtesy of Say it with Polish and leather keyrings by Birdsall Leather we're also given to our guests.

CW and Jesinta Campbell officially open the MIMCO Mid City Boutique

Fresh Juice by Cali Press Juice (@calipress)

Treats from Bake Down Cakery (@bakedowncakery) and Say it With Polish (@sayitwithpolish)

The MIMCO flagship boutique is open from 24 July 2015. Find the boutique at Shop 197-211 Pitt Street, Mid City, Sydney.