New Zealand based brand Icebreaker, has teamed up with German outdoor retailer Globetrotter to open seven new shop-in-shop areas to promote their lightweight, breathable, merino wool clothing. The concept, designed by UK based agency Double Retail channels the aesthetic of authentic New Zealand wool sheds and seeks to highlight the natural fibres that go in to producing the brand’s products.

A framing element of wet chestnut timber encapsulates each space while threaded merino yarn works to create subtle area dividers. This rustic material palette contrasts with the black steelwork of the fixtures and bold, brushed steel Icebreaker logo present at each site. The shop-in-shop sites were installed over a period of two weeks in Frankfurt, Hamburg, Koln, Munich, Berlin, Dresden and Stuttgart with project management and installation also handled by Double Retail.

Photography by Phil Pham