Working with local artisans who produce their work by hand is an important part of Heliotope’s practice, and the design of Newend’s flagship store personifies these relationships.
                We were intrigued by Newend’s insignia, the ancient mystical symbol of the ouroboros found in many ancient cultural and alchemic texts – the serpent consuming its own tail. That much of the lore surrounding the symbol is lost to time provides fertile opportunity to construct our own related meanings - eternal cycles, iterative growth – or perhaps non-sustainable growth, such as capitalist structures based on finite resources or AI’s constant demand for new data. A potent symbol in days like these.
                We generated a central circular ouroboros table as the organising principle of the space, consisting of 3 unique pieces that can be reconfigured in countless ways according to the needs of the space – as jewellery display, for the workshops Newend will hold, events, or to accommodate curated vintage clothing collections.
                From these table configurations we developed a series of runes – an otherworldly language communicating across time. This series of runes become a display device for the jewellery – pierced to display earrings or strewn with necklaces. The workshop area for the space is situated beneath the beautiful north-facing windows in the space, affording natural light to the area most inhabited during the day.
                We wanted to celebrate the intimate relationship [Newend maker & designer] Cathy Tipping has with the metals she works with. Her brief called for a safe space, a welcoming space, that allow her clients to interact playfully with her offerings. Working with mirrored stainless steel, Heliotope has created a series of large format mirrors that distort reflections and offer a multi-dimensionality to the space. These are complimented by digital ‘mirrors’ programmed to also play with reflections and allowing people to interact with the jewellery in new ways. These elements have a huge impact within the space whilst utilising a very small amount of material.
                As a practice pre-occupied with developing regenerative methodologies, that minimise impact to our environment and ideally are restorative, we set out to source salvaged metal sheet and off-cuts for the project. Once sourced, we optimised layouts and had the components we required for the table and runes lasercut, before assembly by regular collaborator, local artist Michael Gittings.
                The remaining elements in the space have been beautifully constructed by Tori Holleman of Radiant Joinery, who managed to achieve both clean lines to the reconfigured, pre-existing joinery (salvaged from the previous fitout) and soft curves as required. Generating a design based on salvaged materialities that are locally available is a particular way of working, as the designer is limited to what is available at a certain time; and is responsible for the generally deteriorated or worn nature of reclaimed components. Heliotope also took charge of the delivery of the project, working with digital fabricators and local fabricators and artisans.