As with each Solebox store, the company has gone to great lengths to come up with a distinctly different interior design, and for the Dutch capital it has opted for an aesthetic that’s inspired by a laboratory.
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Filling the shop from floor to ceiling are safes and lockers that can be opened or left closed, all agleam with gold-coloured Alucobond, rivalling even the most exquisitely decorated Thai temple. An adjacent space invites shoppers to try on the treasures of their choice. Made from containers, the shop is an extension of a local business owner’s private home.
Marsèll Paradise Milano, as it’s officially called, is spread over two floors, and features a clean and contemporary interior that befits the hangar-like structure it occupies. There’s a coherence and balance in the choice of materials and colours, and the choice of structly functional furnishings adds to the orderly and restrained aesthetic.
The space serves as a contact point for high-quality products and an in-crowd gathering space for true sneaker nerds. Its mission is to provide a comfortable atmosphere for street culture enthusiasts and new inspiration for
trend-oriented customers at the same time. With this in mind, the space concept is based on in-crowd tastes and aims at providing a hang-out space for them first and foremost.
As we enter the shop, we are met with an imposing chandelier created from shoe lasts – the most important element of shoe production. From the design aspect this shop was meant to be a flagship prototype for Wink’s new brand image. Wink’s classic white and blue color combinations were retained to generate a continuity in the brand’s history.
The space was conceived by designer Pedro Silva through his collaboration with Chilean Brand Nalca Shoes. Based on three axes of interdependent action, Espacio Colaborativo Nalca offers guidelines of production suggested by the space’s three architectural programs. These programs include a commercial platform, creative lab and exhibition gallery.
The cobbler side in white invites passersby to enter while the black retail space offers a divergent shopping experience. The retail side ends on a mirror background reflecting a rhythmic shelving system, which in turn accentuates the depth of the space with a tunnel effect. Two separate services, clearly defined, all in one store.
The brand image intends to move away from the historical style of the building. Therefore walls and ceiling blur boundaries to create an unlinked proposal from its shell. At the entrance, a backlit polycarbonate wall contrasts sharply with the granite facade, generating a rift between exterior and interior and also providing guidance for the customer.