Fashion Shop in London

The architects were commissioned by an Italianfashion-design company to develop a newconcept for a shop that would form part ofits worldwide network of sales outlets. The inspiration for the design came from the clothes themselves. The aim was to create an interior landscape in which the objects of attire form anintegral part of the composition. In the present shop, the clothes are presented on an organically shaped “white island” that hovers 75 mm above the main floor. The latter is in thesame deep blue as the soffit and walls. Thecoloration can be varied in response to new fashion collections or the time of year. Theform of the white island is echoed by the polished stainless-steel soffit sheeting, in which all elements in the room are reflected. As a result, the sensation of rectilinear space is relativized. Individual items of clothing are suspended from long, curved stainless-steel arms. A further rail curves dynamically round the edgeof the island and merges at its end into the sales and display counter. Other articles ofclothing are hung from moulded perspex hangers beneath this curving rail and seem to float inan organically flowing space where they canbe clearly viewed and easily reached by customers.