Category
Interior design
Development
2021
Location
Vienna, Austria
Area
378m²
The multi-brand concept store in the historic part of Vienna is a place that offers a new shopping culture. We designed this interior for a historic building on Strobelgasse Street in Vienna. That is one of the central shopping areas lined with showrooms of global clothing brands. The project aimed to maintain the overall high retail level while offering visitors a new valuable experience. Not only a striking design but also a unique scenario of interaction with the space. An artistic solution that will be remembered.
The interior was inspired by entomology, the science of insects, or, more specifically, the enlarged eye of a fly. It shows the faceted structure's perfect shape and complex harmony of colors. Hence the main color accent - shades from deep brownish-purple to orange. For insects in nature, appearance is of functional importance, conveying certain characteristics, such as poisonousness or readiness to copulate. In today's world, where the self-expression trend reigns supreme, we are like such an insect. A set of colors, accessories, and brands reflects a person's character and unique personality. Mukha is a retail platform for those whose clothes convey the essence and worldview of a person.
The concept store occupies two floors. The first floor has a bar counter, and the second floor has a reception with a cash desk. Thoughtful zoning allows you to separate part of the space for parties, presentations, and intimate fashion shows. A metal staircase connects the floors with a banister flow of shades from dark purple to orange.
The bar is the centerpiece of the space on the ground floor. It is a kind of oasis where you can pause and refresh your emotions. A cocktail or a fresh drink to recuperate after a shopping marathon. Moreover, you don't need to go to an additional bar or coffee shop for this. This is also a place for partners who come to the store for the company and are waiting around while trying on clothes. The bar counter is built from translucent glass bricks. Behind it are shelves with drinks.
We chose minimalism and clean lines as a neutral background for clothes and accessories while adding a touch of bohemianism through color and texture.
Like secret signs, we hid artistic details and artifacts in the space. To make the visitor of the concept store feel involved in something more significant. As if they were a community member of those who understand quality fashion.
Architectural team: Olga Bogdanova, Mykyta Liubchenko, Kateryna Lisova, Mariia Krasiuk
Harpers Bazaar Media
Silver Award by IDA Design Awards