both is a Parisian-based independent footwear brand exploring the endless possibilities of one material: rubber. As we begin to search the inspiration of for the shop design, rubber naturally becomes the focus of our discussion. 

The main idea is to complement the characters of rubber through shop fit out and display furnitures. An independent space is required to showcase brand’s limited collection. The space located in the center of the shop features thirty thousand plus vivid orange colored recycled rubber made shoelaces suspended from a perforated metal structure to create an intimate shopping experience for the customers. The floating cubical would attract attentions and draw curiosity from outside of the store. Inside the space, the column is covered in mirror finish which multiplies the effect of infinite shoelaces. A similar idea is used on the back wall behind the floating cubical in zigzag form to reflect an unexpected distortion. The remaining walls are treated with natural wood veneer and aluminum panels to soften the overall space. The idea of display furnitures were composed from concrete blocks, glass, and recycled raw rubber from the factory. The selection of materials would reflect the brand’s core philosophy in originality and creativity, as well as complimenting the merchandise that is being displayed in the store.