Muse Arrowtown: Approachable sophistication
The enticing street view of Muse.
Soft, natural light frames the changing rooms.
The Oamaru oak centres the retail space.
The original windows, now used to display products are a subtle and secret view into the shop, encouraging foot traffic.
The materiality of the space showcased, a mixture of curated second hand furniture and bespoke wood crafting mix homely welcomeness with assured luxury.
The pendant lights in the fitting rooms seen from outside.
The view of the display window from the pavement.
Muse’s Arrowtown boutique by Nikki Wilson Studio reimagines luxury retail in the South Island as a calm, confident retreat grounded in craft, materiality and understanding of customers.
Designed by Nikki Wilson and Lauren Hickling, the retail location represents a milestone for the Muse brand, which has a 30-year history in New Zealand and a loyal following for its curated collection of fashion. Muse is led by Olivia Vincent-Healey, and the Arrowtown store is the brand’s fourth location, and its first in the South Island.
The design brief sought to create an interior that expressed Muse’s established position in the world of luxury fashion while responding to the atmosphere of Central Otago. The goal was to evoke a sense of familiarity and comfort while offering customers a momentary escape from the bustle of the town’s main street.
Wilson and Hickling organised the plan into three zones: a retail area at the front, a central hospitality threshold and a generous dressing lounge at the rear. The layout encourages a gradual transition from public to private, with a champagne and tea bar dismantling any notion of feeling unwelcome before trying on items.
Rather than replicating Arrowtown’s dramatic landscape, the interior offers respite from it. The material palette is rich yet restrained — walnut, Oamaru stone, local schist and textured plaster not only flatter the garments on display, but make spending time in a retail space a relaxing experience. These are punctuated with moments of refinement, such as a custom onyx door handle, hand-crafted from offcuts. The detailing references 18th-century Italian furniture, distilled into clean, contemporary forms that balance rawness and elegance.
Throughout the project, the focus on craftsmanship was paramount. Joiners and fabricators worked to precise templates, ensuring every curve and junction met the designers’ intent. The central display table — which integrates the point of sale and jewellery display — underwent numerous design iterations before settling into its final form and placement: a domestic, dressmaker’s-table silhouette softened by curved edges and fine trims centre the front retail space.
Lighting was treated as a core material, integral to shaping the mood and journey through the space. Working with Chris Watt of InLight, the designers developed a scheme that balances practicality with atmosphere. Two pendant lights bounce light off the high, textured ceiling to create a diffuse glow, while concealed LED strips softly illuminate garments and surfaces. In the dressing lounge, a single pendant by Sydney architect Bram Pereira acts as both a sculptural centrepiece and a lantern visible from the street after dark. The approach to light, sound and texture creates a sensory calm that enhances the experience of the clothing itself.
Muse Arrowtown embodies a slower rhythm of retail, one that encourages visitors to linger. The hospitality element — the inclusion of a small bar and lounge — reflects the social pace of Arrowtown, where shoppers often arrive with friends and stay longer. The design anticipates this behaviour, supporting moments of conversation and leisure within the store’s refined spatial framework.
Styling was a collaborative effort between Wilson, Hickling and Vincent-Healey, who each brought their experience and style to the project. Furniture and objects were sourced from antique stores across New Zealand and Australia, creating a collection that feels curated over time rather than staged. The result is both influenced by Europe and unmistakably local, echoing the kind of personal authenticity of the brand.
Located just a short walk from the designers’ own studio, Muse Arrowtown has quickly become part of the town’s fabric. From the street, the store appears modest and grounded; stepping inside, the light softens and the sound hushes. The transition is immediate but gentle — a sensory shift that captures the project’s essence.
Through careful planning, honest materials, and an emphasis on detail, Wilson and Hickling have crafted an interior that speaks quietly but confidently of its place. Muse Arrowtown offers more than a retail experience; it is an invitation to slow down, to engage, and to inhabit beauty with intent.
Muse Arrowtown was a Retail finalist in the 2025 Interior Awards.
See the live presentation from Nikki Wilson and Lauren Hickling here.
