shauna toohey and misha hollenbach discuss their first dedicated p.a.m store

After a beautiful fourteen year daze the designers create their all-white-everything brand temple.

by i-D Staff
30 July 2015, 5:00am

PAM, the ever evolving, long-serving institution that continues to create smart, surprising and covetable designs, art and music has a new home. Explained as a "DIY, vandalised reiteration of brutalist design, viewed through a membrane of formal classicism", the store, built by the Misha half of the duo, is the habitable manifestation of everything that the label holds dear.

In addition to their own label, you'll find items from a selection of likeminded labels including Gosha Rubchinskiy, Bernhard Willhelm, Visvim, Cav Empt, Wtaps, Pelvis, Aries and Neighborhood as well as a selection of books and records.

We spoke to Misha and Shauna to find out more.

i-D: Tell us about the new store?
Misha and Shauna: This is the first PAM space in Melbourne. After 14 or so years of doing PAM, we finally have had some clarity (it's been a haze!). We have had a realisation of what PAM is and can be, building a space that is a PAM foundation. Through the space we can showcase our collections, and of some like-minded labels. And also other stuff we do like film, music, publishing.

What are your pans with the label now and moving forwards?
PAM is growing. And shrinking. We are consolidating our output and becoming more focussed. With understanding comes clarity. Now we know what PAM is, this makes it exciting. It's been experimental and organic to date, a total free form/ball, now with experience, we have certain paths and ways we'd like to explore more.

Who is the most exciting person you've dressed recently?
We have a little new addition: baby Tavi. Dressing her is fun. We try and dress our 6 yo too, but she's gone wild. Today it's two skirts over a dress.

Congrats on your new babe! Are you working on any other art or music projects?
We have our radio show on Berlin Community Radio, which is pretty fun. Misha and Conrad Standish play records, hosted by Jonine from HTRK. This is a nice listen. More mixes for i-D! And PAM mixes coming through from Samo and babStiltz, Bill Kouligas form PAN, and some PAM curated releases on Unknown To The Unknown. And a Lee Gamble mix. We are also exclusive AU retailers of The Trilogy Tapes, Berceuse Heroique, Ancient Monarchy, etc… Art wise there's shows coming up in Tokyo and London, and something with the new Contemporary Art Foundation in Paris. We'll start on a new PAM season film w Tim And Barry soon too. Shauna will be shooting the coming Carhartt x PAM colab in Japan next month too.

What song would you play at midnight on your 100th birthday?
50 Cent - In Da Club (maybe an edit!).

What does your dream party outfit look like?
All encompassing. I get lost in it, as with everyone else. There's no end and no beginning. It comes in waves.

Listen to Misha's mix for i-D here.

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misha hollenbach
shauna toohey
store launch