Remix chats to the von Dadelszens, the power couple behind Faradays
Founders of luxury fashion label Dadelszen in 2016 and now New Zealand’s first ever luxury department store FARADAYS, husband and wife duo Eddie & Constance’s origins stem from the fashion industry. Yet their commitment to top quality form and function clearly transcends into the design world, which is particularly notable in the interior fit out of their highly-detailed FARADAYS premise.
Remix editor Amber Baker caught up with the pair to reflect on the heritage building’s transformation and what shoppers can expect inside the department stores walls.
Having founded luxury fashion label Dadelszen, your origins stem from the industry but what made you decide to launch FARADAYS?
Constance: FARADAYS the concept was imagined during the first lockdown in 2020. After so much time spent at home, we found ourselves pining for that indescribable feeling one experiences when travelling that we didn’t realise how much we’d missed until it was taken away. Distilled down, coming from such a young country, travel for us is about experiencing something that feels much bigger than ourselves. Being enveloped by the magnitude of the history - the celebration of centuries-old heritage next to the pure joy of discovering something new – the true meaning of a sensorial escape. At the time, we had also just found out we were having a baby. So of course, it made sense to tackle an idea of this magnitude on top… FARADAYS’ official name then came to us during an escape for our babymoon, and, as cliche as it sounds, opening this store feels like we are finally welcoming a new member of our family into the world.
You've placed a spot in our Design Hall of Fame series. Not just for the stunning interior fit out of FARADAYS but also your vision for the luxury fashion sector within NZ. Tell us about your commitment to the luxury fashion and design industry over the years...
Constance: I do think ‘luxury’ is a very overused term today; but FARADAYS is a commitment to what we believe luxury should be – a celebration of the absolute finest objects of desire, works of art, and works of wearable art by those at the top of their craft - artisans and creatives from around the world and within New Zealand with a commitment to the highest level of design and quality - with every piece made to last.
Eddie: With our own label, DADELSZEN, we knew there was a desire for this level of luxury in New Zealand, and after years of growth and insights, we also knew the local consumer longed for and deserved an offering like FARADAYS. DADELSZEN is very niche and presents such a quiet version of luxury – with FARADAYS, we wanted to bring something to market that celebrated other variations of luxury in the industry worldwide, whether that be the likes of the incredibly detailed and delicate nature of an AlaÏa bag, dress or belt, the iconic and instantly recognisable red soles of Louboutin, or the super luxurious and beautiful pieces for the home by Stories of Italy, everything is an extension of our ethos for DADELSZEN, but the offering presents a broader aesthetic and appeal.
Walk us through the immersive luxurious experience of entering FARADAYS in Parnell... what can shoppers expect?
Constance: It was important for us that FARADAYS had a distinct difference to DADELSZEN, being a very separate space and offering. But those who have visited our DADELSZEN showroom may recognise some familiar touchpoints. Working again with Cheshire Architects, we did want each place to have a thread of connection; FARADAYS also pays homage to the building we are in, the almost 100-year-old textile centre, in the same way that we did at DADELSZEN, which sits in the same space. You’ll see moments that reflect the history in the building - like the nod to the original beams, via the wooden display plinths throughout. Even on a literal level, if you look around the space, there are textiles everywhere, with our internal walls made of canvas and pure silk. It’s at once a sensory overload in the best way, and at the same time, an incredibly calming, serene space to escape within. Cheshire has very cleverly designed these walls to beautifully reveal an item or a collection at a journey-like pace. It’s almost like a gallery space that allows us to individually curate areas that represent each identity of every brand we have on show.
The beautiful building has heritage history, how did you take this on board when working with the designers on the fit out? What were the key materials, design themes and colour palettes used?
Eddie: We worked closely with Cheshire Architects to bring our vision to life, and we knew they would deliver nothing short of perfection - after working together with George and the team now for the third time, we have a wonderful relationship and understanding. In George’s words, FARADAYS was an opportunity to exploit the latent beauty of the old shell and collide this with a reimagining of what a modern yet elegantly timeless retail experience might feel like. A place where friends and visitors felt comfortable to stay for the afternoon, where precious things are collected, displayed and able to be enjoyed on-site, or taken home, if something moves you enough. There is an honesty and integrity with the natural finishes we have used, with respect to the original building - there is not one synthetic material in the entire fit-out. The colour palette is muted and neutral, enabling the collections we have picked to speak for themselves. Key materials include brass, canvas, silk and the most beautiful natural elements from all over the world; at the bar we have marble from Patagonia and Norway, at the entry we have surfaces made of stone from the Timaru River, and ancient Kauri, preserved for 50,000 years. We wanted the fit-out to be built to last, to bring a sense of connection to the site and to the Antipodes, whilst also celebrating the best of what the wider world has to offer
How did you want people to feel inside the walls of FARADAYS?
Constance: Our desire was for each area in the store to conjure a different feeling. We want someone at the bar to feel as though they can enjoy a long moment of celebration, a moment of reflection or even a quick respite. And in the lingerie section, I want people to feel this beautiful private area is so comfortable and welcoming, it’s almost like walking into your own boudoir. Then there is the shoe gallery, also another completely different space, like a dream walk-in closet. At the end of the day, we just want people to feel delighted at every touchpoint.
You're stocking some brands that have never been sold in NZ before, this is a huge feat, you must be proud?
Eddie: We are incredibly proud, but we also understand the incredible responsibility that comes with representing brands of this magnitude - design houses which are so tightly protected around the world. To have the opportunity to bring such an iconic and revered Maison as Alaia to the Southern Hemisphere for the first time, for example, is very humbling. But it would never have been possible without the support from our existing clients, friends and stakeholders.
We had great relationships with a number of luxury labels thanks to the success found at DADELSZEN (as our garments are made in the same ateliers in Italy and France), which did give us credibility in the market, but we would not have ended up where we are today without someone like Dan [Carter] – As a long-time client and friend of DADELSZEN, most know Dan for his prodigal sporting prowess, but his perhaps lesser known passion for the luxury fashion sector and the respect held for him by the world’s top conglomerates. Dan was absolutely integral to some of the introductions made to get FARADAYS off the ground and in a position to where it is today.
While DADELSZEN is a deeply personal brand for Constance and me, FARADAYS isn’t about us. It’s about everyone who adores beautiful things and appreciates craftsmanship and care across all areas of one’s life. We feel incredibly privileged to be those who get to bring this concept and these brands to market, but we’ve done it for the New Zealand consumer who deserves to have this offering here at home.
Constance: In addition to our professional relationships, for me it has been about the deep connection we’ve had with some of these brands and designers as consumers ourselves. I remember the very first pair of Louboutin’s that I purchased and it was a huge moment for me in my 20s. I still own my first ever piece of Givenchy, as well – a very generous gift for my 21st birthday. Bordelle is another deeply personal brand for me because I wore it before, during and after my pregnancy last year.
Tell us about the champagne bar...
Eddie: The wine list speaks to the same values as we hold for the rest of the store. Drinking fine wine is a luxury experience, the same way that buying luxury goods, experiencing new fragrances, parallels. It’s a sensorial journey at every touchpoint. To be able to present one of the best wine lists - especially by the glass - in this part of the world with the backing of the Moet Hennessey group is incredibly special. Alongside beautiful pours from the French and Italian regions via Maison Vauron, and locally, Craggy Range and Cloudy Bay, we are proud to be the official brand home of Veuve Clicquot La Grande Dame, and will also offer Ruinart, Dom Perignon and Krug by the glass.
Are some of the brands FARADAYS now stock your all time personal favourites?
Constance: Bordelle, definitely, as mentioned above - I am also incredibly excited to present Alexandre Vauthier, because I think they are on a trajectory to become an iconic mega brand in their own right. They have a cult-like following with an instantly recognisable aesthetic that is unlike anything available in NZ at the moment. I also think Ginori 1735 as a brand, is just staggering, having been founded many years ago, since before Auckland as a city even existed, is just an incredible concept. And of course our own label, obviously! Seeing DADELSZEN in a different context has helped us to define and understand our own place in the market even more than we did prior. The beauty of DADELSZEN and our intention for the label has always been to be able to mix it with any other designer or piece in your wardrobe, with effortless ease; seeing it hanging next to the likes of Alaia, Givenchy and Loewe and feeling right at home has only solidified its ability to support and transform any wardrobe.
Eddie: In addition to the designers, for me FARADAYS has been about being able to present some of my favourite wines, champagnes, fragrances, objects for the home and of course, art, to the New Zealand consumer. Art is where I began my journey in the industry, and Tony Cragg is one of my all-time favourite sculptors, so to have one of his works sit proudly on display in our space is incredibly special.
Who is the FARADAYS clientele?
Eddie: FARADAYS is for all lovers and admirers of fashion, fine wines and artisanal goods, an experience we hope all generations can enjoy. With such a broad appeal, we know there will be some who come solely for the wine list, some who might be brand devotees to a particular designer, some who may want the entire lifestyle experience, and some who may just like to visit, without any obligation to buy.
Out of the great iconic designers (living or not) who would you most like to sit down to dinner with?
Constance: Karl Lagerfeld. An obvious one, but he was endlessly quotable and just such an Icon. His passion and ability to continuously create across Chanel, Fendi and his own label were unparalleled, and that passion never waned. I think that is so important in the industry because when you get involved in a business that is something you previously loved being a part of in your spare time, there is always that balance between commerce and the art, and there is the risk of maybe losing some of the magic along the way. Karl was a force of endless creativity and allure, absolutely an inspiration for me that is for sure.
Eddie: For me, it is Tom Ford, without a doubt. I don’t think any other designer has articulated their vision so exquisitely across so many mediums, including film, photography, fashion, fragrance and beauty, both across his own brands and those that he has been the Creative Director of over the years.
Via Parnell
What are your earliest fashion memories?
Constance: Instantly I thought of the matching outfits my mother and I wore in the 1980s, and then, my first retaliation, when I was about 16. As I began to discover my own style, my own voice and identity, I broke away from the comfortable mould of what was worn by my age group and peers in Christchurch where I grew up. I was the only one wearing heels during catch-ups with friends over the weekends – jokes were definitely made about my inappropriate footwear at times but my love of heels started at a young age! And I've been a heel girl ever since.
Eddie: It’s less of a particular moment for me, but I have always been intrigued by fashion in regards to its ability to define who you are, without even needing to open your mouth. The idea of the power of clothing, and it being completely transformative for the wearer has been interesting to me since I can remember. It’s why we started DADELSZEN and seeing our clients wear and feel the most empowered, confident versions of themselves is what fuels my passion every day.
What are your future plans beyond the department store? Perhaps another one in another city?
Constance: You'll have to wait and see, but I think at the moment we are going to take this particular moment and enjoy it. First we started Love and Object, then DADELSZEN, then we decided to birth a luxury department store and our first actual baby in the same year, during a pandemic - I said to Eddie this morning “can we just wait a while until we do our next thing because this has been a lot!” but it’s who we are, we are constantly moving, evolving, inspired – I am sure there will be something new in the future but for now we are just incredibly excited to open FARADAYS, make the most of this beautiful moment and enjoy the journey ahead of us.
No 8. Faradays St, Parnell, Auckland
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