cool concept stores
No longer sells good products – the really cool stores have long taken hold of atmosphere and branding.
LN-CC in London is an example of a store that truly gives customers an experience.
But at home there are several concept stores. Bonytt has collected the very best.
Did you know, for example, that the Snøhetta architectural office, which also made this booth, is behind several of them?
Karl Johansgate 39, opened September 2014
The YME concept store consists of 1600 square feet across three floors and is filled with clothes, shoes, accessories, books, magazines and interior design. From time to time there are also art exhibitions, launches and concerts here.
The Yme universe includes its own gallery and bookstore and associated cafe. Visitors are invited to inspire and dive into a unique collection of books and magazines from around the world, experience installations and works of art.
The room itself is more like a gallery and it is so spectacular that people get out of the couch and down to downtown Oslo even on a rainy day. The entrance hall in wood is shaped like a landscape.
Character of Snowythen
The premises are a destination in their own right and have already taken international attention, a few months after they opened the doors in autumn 2014. Snøhetta Architectural Office and Yme Studios have collaborated on the store, which has its name from Norwegian mythology, the inspiration of the design is also taken from there.
At the main entrance you are welcomed by a 25 meter long pine mill, it tells the story of the 12 rivers that come together in Ginnungagap, a scene in the Norwegian Creation Report.
Yme is inspired by shops like Colette in Paris, Corso Como in Milan, and Dover Street Market in London, Ymeuniverse.com.
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Strandgaten 19, opened May 2014
The expression in the Pepper Lifestyle store provides associations to a construction site. Both the counter and several smaller tables in the room look like they are made of pallets stacked on top of each other.
But do not be fooled, the raw expression is more exclusive than that.
At the top, delicious marble slices of top quality rest. A rack of two logs in oak stands against each other, and shelves, which in their simplicity are thought of as scaffolding, but which can be combined and assembled in several ways.
Pepper sells clothing and accessories preferably with references to music, art and popular culture, pepperstores.com
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Civil Architect Arild Eriksen in Eriksen Skajaa Architects has been project manager for the interior of Pepper’s premises in Bergen. He is clear about what he thinks is the trend in retail design right now.
– Brand owners with clear brand identity are keen to hold on to premises that radiate the same as themselves. It means for most people out with interior decor.
And that means?
– That standard decor, which in principle can be bought by anyone, disappears in favor of a more tailored, holistic interior.
Has online shopping increased anything with the trend to do?
– You should not ignore it. To lure people out of their homes, you need to spend more than just the products they sell. The store must be an attraction in itself.
And what do you get in Pepper’s physical premises that you do not get online?
– A lot. An enthusiastic service, nice atmosphere and a good cup of coffee. Among other things. At best, the store becomes a meeting place for people, it can never offer the net. At least not physical meeting places.
What is the conception of the store’s aesthetic expression?
– When we tore the inventory in the old stores, we found the original walls of the house and several windows that had been covered. We decided to keep the old masonry on the wall for several reasons.
– A wide range of colors and textures gave great contrast to the new custom-made furniture in oak, concrete and carreramarmor. The rough character also voted well with the Peppers Streetwear profile.
The semi-walls and the floor are reinforced concrete, the furniture was designed by the architects and built on site by local craftsmen from Minde Snekkeri.
Prince Street 21, opened December 2014
The Australian cosmetics and pharmacy chain sells worldwide. When they opened their 100 store, the choice fell on Norway and Oslo.
Concept Stores Abroad:
● Prada Epicenter, New York, Drawn
by OMA / Rem Kolhaus, 2001.
● Selfridges / Bull Ring, Birmingham, Architect Future System, 2004.
● The Broken Arm in Paris, lush
concept store, opened in 2014.
● 10 Corso Como in Milan, established in 1990 by Galleria Carla Sozzan.
The chain has a strong focus on visual experiences and works closely with artists and architects, the business in Prince Street is no exception.
Remind of Monastery
Here, architects from Snøhetta have created a mood that reminds more of a monastery than a cosmetics outlet.
– The goal was to do a lot with little, the architects say in their project description. It must be taken into account that all surfaces in the room are painted white. Whole white surfaces, though, are far from boring. The vaulted ceiling is intimate, at the same time sacred, and the curved shapes allow for exciting use of lighting.
The calcareous walls and an original 1880s floor provide the necessary surface variation. As a modern contrast, a centrally disposed cleaner wash, this is where products are tested and demonstrations take place.
Brass cranes emphasize the exclusive appearance of the place, aesop.com.
Can a spectacle be more than a tripod frame? Yes, of course, says entrepreneur Helge Flo in Kaibosh.
Since 2013, he and his team designs glasses and sunglasses in bold Scandinavian design. Of course it also seems in the shop’s uncompromising interior.
Flo sells glasses over the web, from selected fashion stores World Wide and from its store in Øvregaten i Bergen. The shops behind the bridge have bare walls and epoxy-coated concrete on the floors.
Occasionally, glasses of all sizes, colors and shapes. Still, it is obvious that this is not an ordinary optician’s business.
– Who wants to go by an optician? At least I do not. That’s why we do not call spectacle makers or opticians. We say we are wearing fashion accessories. Kaibosh glasses and sunglasses are characterized by high quality, innovation and modern Scandinavian design. And of course, it will also appear in the premises, “says Helge.
Stripped down the room
How did you come up with the expression?
– We started the facts, a wooden house from the 1850s. Then we stripped down the room to see what was hidden. There were a lot of things, including 160 year old logs. It was the starting point for a collaboration with furniture designer Ørjan Djønne and Anti-advertising agency.
What do you wish the customer to be left with after a visit with you?
– We hope that we will give them a whole new experience about the purchase of this type of product. For us, the store is a meeting place. An arena for sharing a story, both our history and customer history, more than just one place for pure transaction. The human encounter is important to us.
For the goods, you might as well shop online?
– Oh yes, but then they are delivered without the human aspect. I feel that people are happy to come here, which makes us happy too. The surroundings or meetings, ideally a mix of both of them, create a truly unique experience. Often, I feel that people get up in my back when I put the glasses on their noses, they get the good feeling. Then I think we’ve done something right.
Outside Norway’s borders.
If you are planning a trip out of the country, the possibilities are endless when it comes to exciting shopping venues. For the streetwear store Mrqt in Stuttgart, the Swiss architect Rippmann Oesterle Knauss has created a sensational wall.
It consists of no less than 22,000 wooden plugs. By the way, the premises are white and simple.
Hornsgatan 98, Södermalm
Desired to create a creative meeting place for artists, creators and writers resulted in a specialized pen shop.
The pen that is not found here is probably not worth owning. The premises are created by the design group Form Us With Love and are in line with the store’s values, modern, functional simplicity.
The features are reduced to the essentials, here are pens and cartoons that focus on themselves, pencil. See
Acne has a distinctive aesthetic and a clear attitude towards the things they sell. It also seems in their stores.
As Acne’s clothes, shoes and accessories differ from the crowd through shapes, materials and colors, the premises also have an unmistakable acne factor.
Here in Emegade in Copenhagen it’s only a modest sign that shows you’ve come right, well inside it explodes in a wealth of red tones. They also have two gallery shops in Paris, Quai Voltaire and 3 Rue Foissant, both drawn by Bozarthfornell Architects, acnestudios.com