Inside the (S)MER Concept Store in Bondi

124a Roscoe Street, Bondi Beach

Open daily | 10am – 6pm

Redefining retail as a place to linger, not leave.

Just a few steps from Bondi Beach, the (S)MER concept store doesn’t follow traditional retail rules — and that’s entirely the point. Designed by Edward Hansen, the brand’s founder and creative director, the space functions more like a home, a studio, or a friend’s impeccably styled apartment than a conventional shop.

Yes, you can purchase perfume. But you’re just as welcome to sit, listen, smell, and stay awhile.

A New Kind of Third Space

More than a store, this is a third space — a subtle rebellion against retail-as-transaction. The central island, a long low bench clad in timber, isn’t just for display. It’s a gathering point. A table, a counter, a stage for scent. It's where the fragrances live, alongside a working turntable playing a slow rotation of vinyl — everything from Sade to Saint Germain.

Music is part of the atmosphere here. So is silence. There’s no hard sell, no forced spritzing. Just clean air, good scent, and a room designed to hold you for more than five minutes.

Designed to Slow You Down

The material palette is restrained but layered: frenchwashed walls, soft blue ceilings, brushed stainless steel shelving, and denim draped across plinths like it’s always belonged there.

The stepped ceiling, a quiet architectural gesture, draws inspiration from the pool at Bondi Icebergs. More than just a design feature, those steps are a social landmark. A place where locals gather, people-watch, stretch out in the sun, and catch up after a swim. They’re part of Bondi’s rhythm — casual, connected, and quietly iconic.

At (S)MER, we wanted to bring that same spirit indoors.

Beneath the stepped ceiling, the space opens into a central island — part fragrance bar, part record station, part communal table. It’s the beating heart of the store, designed not just to display but to host. The monolithic stone sink invites you to pause, wash, and experience scent slowly — like a ritual, not a routine. The vinyl turntable hums in the background. Time stretches.

This isn’t just a place to shop. It’s a space to return to. A new local for the scent-obsessed, the design-curious, and anyone craving a moment of calm in the chaos.

A Ritual, Not a Routine

Every element of the store is built around the idea of ritual. From the packaging to the pacing, (S)MER is about taking time — with scent, with yourself, with space.

This is a room for memory, for nostalgia, for a feeling you can't quite place but don’t want to leave.

All of (S)MER’s core products are available here — including signature scents, candles, hand care, and home fragrance — alongside limited store-only pieces and upcoming releases. Everything is made in Sydney and presented with purpose. No clutter. No noise. Just detail and intention.