Studio 10 has designed this store spanning 120 square metres like an interplay of mirrors and reflections. Through the use and layering of reflective, translucent and transparent materials, combined with the Kvadrat green velvet curtain by Raf Simons and calibrated artificial lighting, the studio wanted to create a hierarchy between the elements and an ultra-minimalist space.

The Geijoeng store

The clothes from the Geijoeng brand, for which the space was designed, provide a contrast with their wool, velvet, cashmere and thick textiles.

The entrance corridor and window display are paved with glass bricks; underneath, we barely perceive the green paint. The combination of the semi-reflective glass wall, the half-glass brick wall in the background and the mirrored dropped ceiling creates the illusion of new compositions and projections in space.

Through the corridor, passing the glass brick wall and into the store, glass panels are used along the walls, behind which is a silver mirrored material allowing green accents to refract and reflect throughout the space. The changing room enclosed in an acrylic tube is carefully placed in the centre of the space like a small stage, inside of which hangs the green velvet curtain for privacy. When the curtain is opened, the inside and outside of the changing room are slightly visible, creating a dramatic and theatrical effect.

All the display systems for the clothes are made of frosted acrylic rods connected to silver scaffolding metal joints that are adjustable and adaptable. The acrylic rods are fastened to a green marble base, whose size varies according to their functionality, some being used as display stands, benches or storage platforms. The interior flooring is paved with custom-made green terrazzo set with large dark green and white marble aggregates, embodying the brand’s determination in terms of materials and know-how.