The Sweden-based brand’s Stockholm flagship has been reimagined by Snarkitecture, with a series of multifunctional, connective spaces evoking the comfort of home.

Key features
Found in the Swedish capital’s Östermalm shopping district, the Snarkitecture-designed store captures the label’s collegiate spirit – nodding to its American roots – while infusing a distinct Scandinavian aesthetic. The three-floor location is split into distinct zones that include open-plan ‘living room’ and lounge spaces, a locker room and library – developed to situate the space as multi-use creative hub for Gant. Curated exhibitions, panel discussions and brand activations are all set to take place at the flagship. The building’s historic details find new expression through the use of complementary warm tones, artistic forms, rich materials like dark wood, brass, contemporary and plush carpeting in green and blue. A double-height mezzanine has been added, allowing for more natural light in pairing with the restored arched windows.

‘We’ve opened the space to reconnect the interior with the sidewalk and city beyond,’ Snarkitecture cofounder and partner Alex Mustonen. ‘It’s an environment of connection: old meets new, New York meets Stockholm, archive meets innovation, people meet people.’

FRAME’s take
Gant’s presence is often limited to unimaginative plots in big-box department stores, offering clients very little in terms of brand experience. Snarkitecture’s obvious role is to help change all of that. In an arts-and-design-centric city like Stockholm – where buzzy fashion companies have attractive outposts at every corner – matching desirability is a must. While Gant and Snarkitecture aren’t an expected pairing, the collaboration indicates a spatial design-forward direction for the brand in line with that of some of fashion’s big players. Essential to that is the timely connection-oriented programming that will foster the interaction necessary to generate buzz around the space and Gant itself.