Concept Store
When approached by Away to design their first concept store, the idea of traveling from city to city came up in our early discussions. By designing a store that contrasted two destinations, we could highlight Away’s suitcase as a vehicle for travel rather than an accessory to it.
The pop-up style approach to this project gave us the opportunity to think about bolder, broader strokes that we could make in the very beginning. It became about what simple but impactful decisions we could make to ensure that the store provides a meaningful experience that elevates the suitcases.
The site has two entrances, driving our design to incorporate two unique storefronts and two unique sides to the store while implementing an easy flow for visitors. The two cities chosen for the store are Stockholm and Tokyo, each with a distinct storefront.
White oak and richer colors are used on the Tokyo side, while white tile and lighter colors are used on the Stockholm side. With the hanging dividers that reference aviation forms in the center of the space, we were able to create a division in a way that allows one to move through the curated displays on each side uninterrupted. The fixtures in the space take reference from architectural forms, a further nod to the destinations. They are also removable, and can be used for future installations; they are designed to contrast in their materiality and can therefore be used for future dual-city concept stores. The window displays also allow for backdrops that can be changed as needed, allowing for flexibility in their use.
Designed in collaboration with Sina Sohrab.