The transformation of Oslo‘s downtown area into a luxury shopping destination, comparable to the more established neighbouring capitals of Stockholm and Copenhagen, is gaining more and more steam. A considerable number of coveted names from fashion’s upper echelon have already set up shop, and and it looks like this trend isn’t going to end any time soon. The latest notable opening in the area is by a leading retailer in the local fashion scene. Founded in 2006 as a fashion agency by siblings Susanne and Andreas Holzweiler and the latter’s wife Maria Skappel-Holzweiler, the company, aptly named Holzweiler, eventually evolved into a fashion brand in its own right, replete with design-led boutiques across the Norwegian capital.
The company has shifted gear yet again, and as of late, both a flagship store in downtown Oslo and brand new headquarters on the outskirts of the city have opened. Not surprisingly, Holzweiler‘s new retail space, its third, is another architectural statement, and it’s one the fashion brand has collaborated on with acclaimed architecture practice Snøhetta. The store is situated on the ground floor of a rather grand, late 19th-century building by architecture practice Ekman & Smith. Fully redeveloped, the premises feature a modern and understated aesthetic which is fully compatible with Holzweiler‘s brand values. Upon entering, shoppers pass through a curved passage crafted from paper, leading directly to the heart of the store. Here, a room plastered in handmade mustard-tinted tiles forms the backdrop for carefully arranged apparel pieces.
Central to the brand’s identity is the grid structure that can be seen in the stripe and square pattern typically found in the brand’s scarves and other central garments. A series of custom-designed furniture pieces have been derived from the palette of materials and colours applied in the store, and any frivolity that they may exert, is instantly counterbalanced by the polished concrete flooring. A flexible shelf system throughout the store is based on the aforementioned grid and seamlessly ties in with a sales counter captured by brushed steel. The Holzweiler flagship store carries the brand’s full range of men’s and women’s apparel, accessories and shoes. Alongside the opening of the flagship store and headquarters, the company’s website has also been redesigned to create an integrated brand identity.
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