Retail may be embracing its rough-around-the-edges era. From a rugged setup putting Gore-Tex to the test to a return to the ‘industrial chic’ of the 2010s, here are four projects showing that smooth and sterile isn’t the only way to elevate a retail presentation.
Photo: Alexandra Mocanu
A ‘Testing facility’ showcasing product features
C.P. Company’s legacy of working with textiles was showcased in this temporary installation at Galeries Lafayette – in the form of an industrial testing facility. The minimalist testing cabin, crafted from a gridded aluminium frame with a transparent glass front, suspends two Gore-Tex jackets from the AW24 collection on two nearly invisible supports. Random Studio home in on the industrial aesthetic with exposed bolts, clean geometric lines and a polished metallic finish that reflects the surrounding light, creating a clinical, futuristic feel. A series of steel electric fans generate continuous gusts of wind, causing the fabric lining the cabin to billow and ripple dramatically while the jackets remain inflated but motionless, showcasing their windproof capabilities. The dynamic setup not only replicates the rigorous testing environments of outdoor gear but also introduces a sensory dimension to the shopping experience.
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Photo: Miguel Fernández-Galiano
‘Industrial chic’ returns to retail’s vocabulary
Design studio El Departamento was tasked to capture the ‘free-spirited, rebellious and artisanal essence’ of TwoJey’s jewellery within the 132-sq-m retail space that occupies a corner plot on the trendy Rambla Catalunya. Steel, concrete and wood converge to conjure an image of a silversmith’s atelier – the designers were particularly inspired by American artisanal heritage. Dark concrete and brick walls surround solid wood tables and merchandising cabinetry in honey tones, pieces conceived by El Departamento with traditional writing desks and jeweller’s workbenches in mind. The past decade has seen ‘industrial chic’ develop into something more refined and mature. The last time we used that phrase on FRAMEweb was in 2021, but it looks like we may have to get reacquainted, especially considering TikTok’s current fascination with all things 2010s. TwoJeys’ Rambla Catalunya interior harks to these simpler times with the combination of old, new, eclectic and sleek, a successful harmonization brokered by strong branding and spatial storytelling.
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Above and Cover: Courtesy of Eonsld and the System Lab
A deconstructive approach extends this brand’s aesthetic
Massive concrete bones frame the Tamburins Seongsu Flagship Store, which occupies the underground level of an existing construction in Seoul. The slick interior of the store is barely visible from street level, the shop instead ceding the spotlight to the massive, rough concrete frame of its host structure. To light the bones of the three-storey construction, considerable attention had to be paid to fill the space with light while preventing glare. Winner of both the Single-Brand Store of the Year award and the Best Use of Light category in the FRAME Awards, the store elicited many compliments from the jury. FRAME Awards jury member Nazanin Naeini, exhibition designer at the Guggenheim Museum, appreciated how the project ‘uses light as a tool to amplify the architecture, introducing a new layer that emphasizes the contrast between the solid structure and the glass void.’
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Photo: Courtesy of Zoo as Zoo
Cavernous spaces and textures reject conventional luxury aesthetics
Standing out in an upscale Los Angeles neighbourhood with its mystic, grotto-like design, 424’s 151-sq-m store blurs the boundaries between natural and industrial. Like head designer Guillermo Andrade’ s philosophy of merging opposites, the space juxtaposes industrial materials with organic forms and proposes a dynamic interplay of cold and warm tones. The textured walls and central column evoke natural stone or cave-like formations, encouraging exploration and lending the interior an earthy, tactile quality. Polished concrete flooring offers a foil to the rugged textures of the walls, striking a balance between raw and refined. Designed by Zoo as Zoo, the retail experience rejects conventional luxury retail aesthetics, instead prioritizing emotional engagement – leaving visitors with a profound connection to the brand and its bold, unconventional identity.
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