I Dream A Highway
Commercial Fitout | Retail Shop Fitout | Northcote
Project Duration
Project Brief
DAME Build completed a fast-tracked retail shop fitout for I Dream A Highway, transforming an outdated boutique into a refreshed and functional space within a 10-day construction period. The project focused on improving layout efficiency, upgrading key retail zones, and introducing a more engaging in-store experience. The scope included demolition, custom joinery, electrical upgrades, and full interior refinishing.
Client Brief
The client commissioned DAME Build to uplift the store with a brighter, more engaging feel while still retaining the character that customers were already familiar with. The existing space felt dated and lacked cohesion, particularly across the reception, display systems, and change rooms. She specifically requested the integration of a new reception desk around an existing structural brick wall. Rather than treating it as a limitation, the brief pushed for a solution that would make this feature part of the overall design narrative.
Before
Design Stage
The design direction centred on warm tones and playful colour accents, introducing a palette of terracotta, peach, and soft neutrals to uplift the space. This approach was intentionally chosen to create a boutique that feels welcoming, lively, and distinct, rather than minimal or overly polished. Curved forms were a defining feature of the design, particularly in the reception counter and change rooms. These elements soften the overall layout and create a more fluid spatial experience, balancing the harder lines of the existing structure.
Structural Work
The transformation began with a full internal strip-out removing all outdated fixtures and clearing the space. This included the removal of wall racks, pendant lighting, and the original reception area, which previously incorporated a mix of cabinetry, storage, and a change room setup. Behind the scenes, additional works such as plaster repairs and levelling were carried out to ensure a consistent base for the new finishes. New framing was introduced to support a nib wall for hanging rails, along with curved partitions that would later define the change rooms. A full switchboard upgrade, including RCBO safety systems and asbestos removal, ensures the electrical infrastructure meets the modern requirement of the updated layout.
Reception Area
The reception counter is the defining feature of this retail shop fitout, designed to wrap seamlessly around the existing brick wall. This approach transforms a structural constraint into a focal point, reinforcing the layered character of the space. Constructed from moisture-resistant HMR board, the joinery incorporates soft-close cabinetry, open shelving, and integrated glass display boxes made from toughened glass. The two-tone finish woodgrain externally and outback clay internally, adds depth without overwhelming the space. Above, the pressed metal ceiling introduces a layer of texture contrasting beautifully with the clean, modern lines below.
Clothing Display & Rails
The clothing display system was upgraded with wall-mounted, powder coated rails designed to create a cleaner and more refined presentation. The introduction of wall mounted, powder coated clothing rails significantly refined the way products are presented in-store. These rails were designed with increased thickness to improve strength and durability, ensuring they perform well under continuous use.
Custom cabinetry from DAME Furniture was also installed throughout the store to support both display and operational efficiency. Constructed using 16mm moisture-resistant HMR board and fitted with soft-close hardware, the joinery is designed to handle the demands of a high-traffic retail environment. The open shelving system allows products to be neatly organised and easily accessible, which is especially important in a compact retail footprint. Rather than dominating the space, the cabinetry works quietly in the background, supporting merchandising while keeping the store visually uncluttered.
Dressing Rooms
The dressing rooms introduce a more expressive and intimate part of the store. Formed using curved plasterboard partitions, the layout creates three distinct spaces that feel soft and enclosed without being restrictive. Each room is fitted with thick curtains, mirrors, hooks, and stools, and carpet flooring for comfortable underfoot. Lighting was carefully integrated through a combination of wall lights and general illumination, supported by additional power points, data provisions, and dimmer controls.
The Results
The renovated boutique now feels clearer and easier to move through, with a layout that supports how customers naturally shop. Display areas are more deliberate, giving each piece enough space without overwhelming the room. Custom joinery adds structure and intent, while the updated finishes keep the overall tone calm and grounded. The shop now works as it should day to day, without friction. It’s a space that feels easy to be in, both for staff and customers.
Hear From The Owner
The team at DAME Build were an absolute pleasure to work with and I cannot recommend them enough. DAME worked with me on a refresh for my retail boutique and they were the perfect mix of friendly, knowledgable, outcome and deadline focused, flexible and cost conscious.
I felt like the team were genuinely excited for my project and wanted the most beautiful looking outcome possible in my time and budget. As a small business, every day we are closed is expensive and DAME Build team, especially my site supervisor Matt, bent over backwards to ensure we finished the project in the timeline. Nothing was too much of an issue and Matt really took the time to explain each part of the process, what each trade was completing and when. As someone who is quite naive about construction, I felt informed and in control of decisions.
DAME Build are a wonderfully diverse team of highly skilled professionals who are both male and female which is so refreshing in this industry. A huge thanks to Dame for transforming my shop into a space I love to be in everyday!
Rebecca Maher
See more of DAME Build’s projects and how each space comes together. No two are handled the same as each one is shaped by its layout, detail, and finish.