Carlton’s creative hub for art, fashion and community

If you live in or have visited Carlton over the past nine months, you might have wondered what on Earth is going on inside 130 Elgin St.

This vibrant space is home to Alavi Productions, and it’s quickly become a cornerstone of the Carlton community.

Run by Fafa Alavi, an Iranian filmmaker and artist who has been living in Australia since 2016, this versatile hub serves as an art gallery, clothing boutique, workshop space, and even her own editing studio, where Fafa can often be spotted working on her latest film behind the counter.

The shop is also partly owned by Visayab, an immigration services company that helped Fafa bring her dream of Alavi Productions to life. 

A self-described fashion enthusiast known for her own unique and eclectic style, Fafa offers a selection of handmade clothing from herself and local designers, alongside vintage pieces brought in by customers.

In addition to clothing, she also showcases her own paintings and provides a platform for local artists to display their work. 

“For years I wanted to open a shop that combines a studio with selling paintings and clothes. I sell my paintings, but some artists bring in their art and I sell for them – it feels like my responsibility,” Fafa said.

For Fafa, one of the most surprising aspects of moving to Australia was the early closing times of local businesses. 

To inspire change in Carlton, she aims to lead by example, with Alavi Productions open from 1pm to 2am.

“In my country, most of the shops are just open – some even 24 hours. I came to this city, and it was a big shock,” she said.

“It's not good, believe me. Some people are night owls, and some people are working different times of the day – it’s good to bring a little vibe to Carlton.”

Beyond supporting small businesses and local artists, a highlight of shopping at Alavi Productions is Fafa’s unique “dance for a discount” initiative. 

She also offers 10-minute portraits, giving customers the opportunity to sit for a quick session while Fafa paints their image on a small wooden canvas in nail polish.

“My dad is a poet and used to be a playwright, so I’ve been raised in art – the only reason I’m alive is art,” Fafa said.

The fun and silliness of Fafa’s shop has undoubtedly won the hearts of locals – drawing people in with her infectious energy, and creating an inclusive space where all are welcome to shop, share a laugh, and maybe even have a little boogie. 

Unfortunately, due to rising rent costs tied to Carlton's growing popularity, Alavi Productions is set to close in the coming months.

Fafa remains hopeful that the shop will stay open until December, and she looks forward to connecting more with the community before the doors close – but she certainly won’t be disappearing from the Carlton art scene. 

As a filmmaker, her work is regularly featured at Cinema Nova during various film festivals throughout the year, and one of her paintings is on display around the corner at Bridget McDonnell Gallery.

“I have always loved Carlton because I love Italian culture, but the people are also so different and colourful,” she said.

“So many people come and go – good and bad, funny and not funny. Every day in this shop is new.” •