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Monki Dreamweavery

Monki Store Concept

SAVE SUBMISSION
Bronze
Entrance - Fredrik Sweger
Escalators - Fredrik Sweger
Collection area - Fredrik Sweger
Entrance - Fredrik Sweger

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Comments
Innovation
Functionality
Creativity
Eco-Social Impact
Total
JURY VOTES
Single-Brand Store
5.07
5.04
5.49
4.67
5.07
Client
Monki
Floor area
725 ㎡
Completion
2022
Photographer

Welcome to the Dreamweavery, the latest chapter in the Monki saga. Storytelling intertwined with female real-ness. An all embracing space, bold and bright. Multi-faceted, just like you.

In September 2022, the first Dreamweavery concept store launched in Stockholm. A successful opening that significantly reduced total interior weight and increased recycled content of materials while delivering a strong brand experience.

The entrance stands out on the street. An animated logo above a fully monochrome room. Upcycled busts covered in "Salute sisterhood" tape are nestled among pink crystalline polyliths. An assembly of mixed shapes, some 3D printed in recycled PETG, they can be re-arranged to create different settings.

Above the escalators leading you down to the main sales floor, lit orbs are suspended, multiplying and pulsating, almost breathing, in the retained mirrors.

Downstairs, you’re met by a pink haze. Between the pink linoleum floor and the retained grey ceiling and lighting, a gradient wallpaper creates a soft transition between new and old. A soft backdrop for cute and cool Monki collections.

The interior is designed with circularity in mind, focusing on portability, clarity and conscious material choices. It is designed to last, in this location and the next, and the one after that. It is designed to present garments in the best possible way.

Wave shapes ripple through the store. Suspended mesh fabric replaces solid walls as space dividers and is gathered into a dreamy cloud above the Community area. Tables with corrugated steel holds collection display and service. Recycled, rich fabric set on a tubular steel structure, creates light weight yet cozy fitting room cabins under an intricate Rope chandelier.

Reused mirrors are elevated through physical interpretations of Monkis mission: to empower young women to empower the world. Whether you’re having a tough day, feeling angry or like you need a hug, we’ve got you. All the feels are welcome here. Standing tall and proud between underwear cabinets, is the Vulva mirror. She demands attention. For all women.

The heart of the store is the Community area. Tables, stools and shelves look like they’ve protruded through the floor and walls, all clad in the same linoleum. You come here to mingle with your community, to laugh, to learn and to be inspired. Across the aisle, you find Preloved. An area where our community can sell and buy second-hand garments. A chance for a longer life.

Accessible to all, the cash desk holds two lower tops offering ample space for our customers in wheel chairs. For the independent shoppers out there, there is also a Self checkout station. Simply scan your items in the Monki app, remove tags and hangers and checkout yourself.

As you take the elevator back up, you notice small dots surrounding you. As you look closer, you see small boobs in different shades appear. You leave with a smile on your face, feeling energized.