The project focused on creating a brand identity and an interior befitting the identity for a new men’s clothing and accessory store on Utrecht’s Lijnmarkt. Important was the creation of a space that matches the high-end brands the store carries, such as Balenciaga, Givenchy and Valentino. As these brands have a classic (often Italian) heritage and urban aesthetic, we chose to create a space with high-end sophistication and a hard, but elegant edge. The brief also included the wish to create a design that looked contemporary but classic and merged two formerly separate spaces - one of which a protected, monumental building. The two spaces were unified by creating an oblique line that runs through both, setting the angle to which floors are laid and furnitures made and set out. The angled line also sets the tone of the space, creating a contemporary interior. The material and colour palette further tie into the concept, with classic materials and muted colours. The classic is given a twist through different touches such as the use of modern materials, including Hi-Macs and a terrazzo-look floor, and interjecting the colour palette with a bright, almost neon green. The oblique line is also projected onto walls and changing room doors, adding a bold graphic layer. Overall, the space presents an elegant vision of the contemporary.