Gina Tricot’s concept store is one of the latest retail projects by Stockholm based studio Note Design Studio. Gina Tricot is a Swedish fashion label, its affordable on trend collections are very popular among girls and young women.
Note Design Studio was asked to revitalize boutiques’ image, starting from the flagship store that occupies a historical building on one of the main shopping streets in Stockholm. The request was to give the store a fresh look that would enhance the garments on display and empower the shopper in the process.
The store was designed to give the user a new shopping experience: “The space reflects the sense that life is really about the people you meet. And that shopping is made better and more memorable with friends. We wanted to bring life to Gina Tricot in a way that is natural and unforced.” says My Degerth, Note.
The final project reflects the rituals of the shopping experience and creates a place where friends can hang out and spend time together. A key feature of the space is the flow of shoppers through the aisles, where clients are not funneled through a pre-set customer journey. By using glass, tints and mirrors clients are drawn in and invited to explore the space.
“We’ve used a lot of tints, mirrors and textures in the interior, and wanted to really influence the areas of a fashion store which detract from a positive shopping experience. Namely, the changing room areas.” says My Degerth, Note.
To complete the shopping experience, a café was opened on the third floor furnished with salmon-colored Tonella armchairs designed by Note Design Studio for Sancal.
Written by guest writer Mariana Bettinelli for Trendland.
