The store’s main design feature is a custom made sculptural radial steel clothing rack modeled from the ‘golden ratio’ that sits in the middle of the store, gently guiding the customer’s journey and exhibiting the latest clothing collections.
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Taking reference from the iconic housing estates of London we brought the outside inside with reclaimed chimney pots used as planters and even a piece of the London streets in the form of a reclaimed pavement light re-purposed as a coffee table. Sourced mid-century British furniture, phone charging facilities and local magazines offer an inviting retreat from the busy streets of Soho.
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.
These semi-transparent decorative elements mainly re-propose the idea of wooden cranes used for traditional fruit stands in street markets, and this feeling is reinforced by creating a striped canopy on the external shop’s facade. A slope ceiling invites customer to focus on the main yogurt display on top of the counter.
The resulting concept respected both the local area and unique space as well as the identity of Matches and the premium brands it stocks. Reclaimed timber flooring, raw steel tube fixtures and striking Barrisol-style lighting create an environment that’s visually inspiring yet commercially practical.
The challenge, however, was not simply applying these new experiential elements to one store, but rather, translating them across a wide variety of global points of sale, including Athens, London, Beijing and New York etc. From large flagship stores, to standalone boutiques, to shop-in-shop retail spaces, E23 was tasked with creating a flexible yet coherent design approach.
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.