IIDA Perspective - Summer 2018 - 12

Adding Up Design Elements

PLAYFUL GRAPHICS +
FLEXIBLE FEATURES +
ABUNDANT ARCHES =
a shopping experience that embraces
all ages By | Ali Morris

T

The design imperative for Little Stories shoe store was a
paradox: "The client wanted to have a shop for kids but
said it should not be a childish interior," says Angela
Montagud, interior designer, Clap Studio, Valencia, Spain.
Located in the city's trendy Russafa barrio, the sneaker
purveyor wanted the space to have a hip, modern aesthetic
that appeals to the parents with actual purchasing power
but also keeps its kiddie customers entertained.

12

perspective

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PLAYFUL
GRAPHICS
Every detail of Little Stories was
designed to encourage imagination
and play. For example, Clap
integrated bold, cartoonish squiggles,
dotted lines, and bursts on the store's
interior walls and flooring. The
graphic identity-based on children's
freehand scribbles and recurring
motifs found in comic strips-also
helps to establish Little Stories'
overall branding, Montagud says.
Painted in polyurethane,
the scribbles evoke the work of
both contemporary and iconic
designers who also use clean,
dramatic line drawings.
"We get inspired by graphic artists
like Timothy Goodman, Shantell
Martin, Keith Haring ... inside these
scribbles on the floor, they create a
playful circuit for kids."

ABUNDANT
ARCHES
To up the kid-friendly vibe and make
the space more inviting, Clap used
round shapes throughout the space.
The 753-square-foot (70-square-meter)
store is punctuated by three oversized
arched windows, the shape of which
is echoed by the arched doorways of
the store's dressing rooms, the domed
mirrors placed against the peripheral
walls, and the curved form of the cash
register. To kids, these arches might
call to mind tiny mouse doors seen in
retro cartoons like Tom and Jerry.

FLEXIBLE
FEATURES
Little Stories has to accommodate
two things that constantly are on the
move: the product selection and kids.
For the sneakers, Clap designed metal
walls with magnetized shelf accessories
and plastic stands that could be easily
shifted around the store. These mostly
white shelving units "make the interior
cleaner," Montagud says.
For the kids, Clap commissioned
a series of squat, cylindrical stands
that pull double duty as seating and
playground equipment. "They are all of
different heights, and they turn into a
game for little ones to climb and jump
around," Montagud says.

Photos by: Daniel Rueda

SUM OF ITS PARTS |



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Table of Contents for the Digital Edition of IIDA Perspective - Summer 2018

IIDA Perspective - Summer 2018
From IIDA
Contents
Next
World View
Sum of Its Parts
Talk, Talk
Data Viz
Pre/Post
I Design
Every Where Has a Why
More Than Meets the Eye
To The Max
Picture It
DNA of a Design Firm
Scratch Pad
Insider Intel
IIDA News + Updates
Why This Design Works
IIDA Perspective - Summer 2018 - IIDA Perspective - Summer 2018
IIDA Perspective - Summer 2018 - Cover2
IIDA Perspective - Summer 2018 - From IIDA
IIDA Perspective - Summer 2018 - Contents
IIDA Perspective - Summer 2018 - 3
IIDA Perspective - Summer 2018 - 4
IIDA Perspective - Summer 2018 - 5
IIDA Perspective - Summer 2018 - Next
IIDA Perspective - Summer 2018 - 7
IIDA Perspective - Summer 2018 - 8
IIDA Perspective - Summer 2018 - 9
IIDA Perspective - Summer 2018 - World View
IIDA Perspective - Summer 2018 - 11
IIDA Perspective - Summer 2018 - Sum of Its Parts
IIDA Perspective - Summer 2018 - 13
IIDA Perspective - Summer 2018 - Talk, Talk
IIDA Perspective - Summer 2018 - Data Viz
IIDA Perspective - Summer 2018 - Pre/Post
IIDA Perspective - Summer 2018 - 17
IIDA Perspective - Summer 2018 - I Design
IIDA Perspective - Summer 2018 - 19
IIDA Perspective - Summer 2018 - Every Where Has a Why
IIDA Perspective - Summer 2018 - 21
IIDA Perspective - Summer 2018 - 22
IIDA Perspective - Summer 2018 - 23
IIDA Perspective - Summer 2018 - 24
IIDA Perspective - Summer 2018 - 25
IIDA Perspective - Summer 2018 - More Than Meets the Eye
IIDA Perspective - Summer 2018 - 27
IIDA Perspective - Summer 2018 - 28
IIDA Perspective - Summer 2018 - 29
IIDA Perspective - Summer 2018 - 30
IIDA Perspective - Summer 2018 - 31
IIDA Perspective - Summer 2018 - 32
IIDA Perspective - Summer 2018 - 33
IIDA Perspective - Summer 2018 - To The Max
IIDA Perspective - Summer 2018 - 35
IIDA Perspective - Summer 2018 - 36
IIDA Perspective - Summer 2018 - 37
IIDA Perspective - Summer 2018 - 38
IIDA Perspective - Summer 2018 - 39
IIDA Perspective - Summer 2018 - Picture It
IIDA Perspective - Summer 2018 - 41
IIDA Perspective - Summer 2018 - 42
IIDA Perspective - Summer 2018 - 43
IIDA Perspective - Summer 2018 - DNA of a Design Firm
IIDA Perspective - Summer 2018 - 45
IIDA Perspective - Summer 2018 - 46
IIDA Perspective - Summer 2018 - 47
IIDA Perspective - Summer 2018 - 48
IIDA Perspective - Summer 2018 - 49
IIDA Perspective - Summer 2018 - Scratch Pad
IIDA Perspective - Summer 2018 - 51
IIDA Perspective - Summer 2018 - Insider Intel
IIDA Perspective - Summer 2018 - 53
IIDA Perspective - Summer 2018 - IIDA News + Updates
IIDA Perspective - Summer 2018 - 55
IIDA Perspective - Summer 2018 - Why This Design Works
IIDA Perspective - Summer 2018 - Cover3
IIDA Perspective - Summer 2018 - Cover4
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