VMSD - July 2015 - (Page 8)
THE
GOODS
edited by
Patricia Sheehan
Portfolio:
H
oused in the Bikini Berlin
concept mall, odeeh set up shop
last spring in a space as tailored
as the clothes for which the high-end label
is known. For its design, the retailer tapped
Zeller & Moye (Mexico City) - architects
who, at the time, had never ventured into
retail design - to engineer a unique store
concept.
A rare entity in the fashion world, odeeh
designers otto drögsler and Jörg ehrlich
work in the atelier tradition, in which
designs are created directly on the dress
form or on a live model. to gain inspiration for the project, Zeller & Moye visited
the designers' studio, where they were
intrigued by the shape of the dividing panel
walls used to separate the workspace, and
were eager to bring a touch of the designers'
classic production process to the new store.
since the clothing is more about sophis-
8
JULY 2015
|
vmsd.com
ticated cuts than the quantity of pieces or
elaborate embellishment, the architects
sought to reflect a similar aesthetic in its
overall design. "they have such a strong
emphasis on the cut of their clothing
designs, so we felt we should also be very
precise with the shapes [in the store's elements]," says Christoph Zeller, principal,
Zeller & Moye.
repeating right-angle panel walls serve
as the location's primary element, fabricated
from raw cement board. Affixed mirrors
conveniently allow shoppers to view multiple perspectives at once. the shape created
by the angular dividing screens is carried
throughout, visible in its zigzag pedestal
fixtures, the bases of its clothing racks and
in the crisscrossed fluorescent-tube lighting.
since the apparel often incorporates vibrant
colors in its hand-woven fabrics, the space's
chromatic tones were left neutral, allowing
the clothing to be the main focus.
each element in the store can be rearranged to present new collections. "We
felt that it shouldn't look temporary,"
Zeller says. "it should look really solid and
proper, but at the same time give them
that flexibility." using materials that conveyed a strong, industrial appearance provided a lightweight, inexpensive solution.
- Kaileigh Peyton
Har ry We b e r , b e r li n
Odeeh, Berlin
http://www.vmsd.com
Table of Contents for the Digital Edition of VMSD - July 2015
VMSD - July 2015
Contents
From the Editor
Vmsd Editorial Advisory Board
The Goods
Next Store
Visual Vanguards
Babes in Toyland
Northern Exposure
Showroom
Showroom
Ad Index
Checking Out
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