The starting point was the brand's logo which is called the bridge. I wanted to implement that into the design language along with cues from Op art and the sporty patterns of the ‘70s. The palette of the new retail store concept is kept neutral by using materials like concrete and platane wood to create a luxurious yet sporty ambience, which enables J. Lindeberg to tell its whole brand story from men’s or women’s fashion - to ski or golf wear. Because J. Lindeberg is inspired by the 70s, I referenced that period in colours, textiles and patterns. So there’s a geometric play of curves and straight lines overlaid with a strong graphic element that is repetitive and rather like some of the patterns in the clothing. A splash of pale-yellow flocked panel picks up J. Lindeberg’s signature colour.
The new store is designed as a flexible and multi-purpose space rather like a gallery that can be used for events and other activities beyond the usual retail operations.
The solid base of the polished concrete floor and concrete effect on the walls is a strong foil for softer more luxurious finishes such as the flock-textured walls and the warm-toned platane wood. Curved and straight metal clothing racks and fibreglass panels used as dividers give it a techy feel that also aligns with the clothing range.
The overall effect is a cosmopolitan and relaxed luxe rather than Scandinavian minimalism, in tune with the brand.