The new EoE Eyewear flagship store is a physical extension of the online-based sustainable Swedish eyewear brand. “Brick-and-mortar retail has had a challenge redefining itself, longevity of the space has required a changed focus from merely a salespoint to a place of interaction with the brand and its ambassadors, making the store available for different occasions, flexible by need and renewable over time” says Elerin Laud, responsible retail architect. The design concept of the store praises the natural beauty of the materials found in the mountains and forests of Swedish Lapland, creating a physical platform for not only the brand itself but inviting local artists and talents to step in and display their work, too. “As an extension of your shopping experience you can in one week find a local sculptor exhibition in the middle of the store and the next week shop your eyewear to a live DJ duo set from Lapland, establishing a minimalistic Nordic landmark in the middle of Stockholm’s most prominent shopping area” Elerin Laud explains. The retail space, expressed in refined architectural forms, focuses on materiality and its tactility. Customized interior and monolithic use of local materials in crafted sculptural forms lift and praise the local nature as well create a natural backdrop to the highly detailed craft of the eyewear. The unpolished natural forms of the table-displays make each piece unique, leaving us with as little material spill as possible. The snow-inspired ceiling is created out of ecological handsprayed fiber insulation, the locally produced metal used in different forms is referring to the widely known metal crafts and jewelry of Swedish Lapland where the company and idea behind EoE was born on a snow scooter ride back in 2010.