The SKETCH fashion shops are well known for presenting men’s quality outfits created by top designer Yossi Katzav. The company’s spirit is affected by the link between the fashion and art worlds- throughout history and up to contemporary art; alongside turning the store into a gallery and a platform for changing artists.
Being the center of the front-end stores required a unique concept for planning and designing the different branches. The style had to fit together with the clothes appearance- minimalistic, monochromatic and classic.
Oron Milshtein was chosen to design the shops’ interior spaces. The first task was to define the typical costumer – a universal type somewhere around the ages of 23 – 45, likes quality clothes which are classic, unique and well-cut. He appreciates a minimalistic design with a touch of attention to the fine and small details. That creates a sense of intimacy between customer and clothing. Oron is using the same relationship to connect the customer with the stores look, and therefor, the brand.
The concept he came up with was to develop a sophisticated play of shades, made by using different measures of mixing black and white. On top of it, the meticulous arrangement of items adds delicate layer of colors. The result is a masculine, yes gentle, style – containing a rich variety of shades and textures on the range between black & white.
Photography by Dolev Tidhar