For outerwear brand Moose Knuckles, a desire to engage with customers beyond wholesale signaled their transition into proprietary retail shops. Emerging as the idiosyncratic brand for those in an unapologetic pursuit of independent expression and creative freedom, their first store concept encapsulates the brand attitude as a cabinet of curiosities, where products take center stage as the discovered curiosities. A strategic move away from all traditional design cues prevalent in retail created space for the idea of a modern rebellion to take shape in this showroom-meets-experience concept. The unapologetic nature of the brand starts at the lease line, where the view into the store is purposefully obstructed by a form that cleverly disguises the cash point and change room. Constraining exterior views into the shop drives curiosity and sets the tone for the rest of the experience. To showcase the artistry of their collections, a manufactured design polish sits in direct contrast with the raw beauty of natural, noble materials. A floating raceway is wrapped in fur and hung by leather straps, peppered with floating shelves for soft accessories and screens to stream video art. The silhouette of an exposed stockroom shows a glimpse into the rest of the collection. The visceral space exists to unify their tribe, where the open concept store becomes a place for conversation and community for bonds to form and accidental synergies arise.
Moose Knuckles
Burdifilek

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Designer
Burdifilek
Client
Moose Knuckles International
Floor area
259.00 ㎡
Completion
2017