Common Design Studio and Map Undertaking Workplace have overhauled the Modern Stability flagship retailer on London‘s Oxford Road, casting it in ten completely different shades of the sportswear model’s signature gray.
The redesign types a part of a modern inside design technique developed for Modern Stability‘s world shops by interiors agency Common Design Studio and its sister industrial design observe Map Undertaking Workplace (Map).
This design language seeks to determine Modern Stability as “essentially the most boutique athletic model on the planet” by bridging the hole between craft and sport.
“With this partnership, we search to raise athleticwear into boutique territory, deliberately blurring the strains between style, way of life and efficiency, making a design language that feels deeply thought-about, aspirational and crafted,” the design crew defined.
Modern Stability’s signature gray, punctuated by refined purple accents, was utilized in almost ten completely different variations all through the London retailer, whether or not within the type of stained timbers, reflective metals, semi-translucent resins or textured paints.
“The studios strove to make the Modern Stability gray ownable by expressing the range of gray in each tonality, from sultry to nippy, and from opulent and deep, to airy and fine,” the design crew defined.
“This has been contrasted with gloss surfaces and sheer textures, a reflective high quality capturing movement. Purity and power comes by means of slim, refined metallic profiles, layered with tender, subtle reds that lead you to model moments.”
The up to date spatial technique will see every retailer divided into zones that showcase the model’s completely different collections alongside areas devoted to particular native releases.
When getting into the three-storey London retailer, the very first thing clients encounter is a flexible show space known as the Stage, fitted out with merchandise and decor chosen to mirror town’s ever-changing calendar of sporting and cultural occasions, from marathons to high-profile live shows.
“The shops will act as platforms to attach folks by means of the enjoyment of motion and the emotion of sport, whereas selling a newfangled gaze on craft by means of an uncompromising consideration to element,” the design crew stated.
To distinguish Modern Stability’s way of life and efficiency merchandise, Common Design Studio devised two clear identities for his or her devoted areas inside the shops.
The Match For Efficiency zone, focused at elite and on a regular basis athletes, options reflective supplies to seize the thought of perpetual movement.
Within the London retailer, anodised aluminium shows, sculptural seating components and linear ceiling baffles give these areas a way of lively motion.
The aluminium perimeter shows function fluted mirrored surfaces with a purple gradient again panel that displays movement inside the retailer.
The Match For You zones search to offer a extra relaxed setting for shopping and interesting with the model’s way of life merchandise. Supplies reminiscent of wooden and leather-based contribute to the extra home and crafted really feel of those areas.
The life-style-centred areas additionally function bullnose profiles that soften the sides of tables, cabinets and seating. Purple-stained timber tables are used to spotlight hero merchandise, whereas the lighting scheme appears to be like to reinforce the extra intimate really feel.
The London store features a basement space known as Made in UK that’s fully drenched in shadowy purple. Designed to showcase previous and current Modern Stability releases within the nation, the area will also be used to host particular celebrations and occasions.
Persevering with the theme of perpetual movement, Map designed flags for use as a common component in the entire model’s shops.
Supposed to evoke the banners and flags seen at sporting occasions, the designs function graphics based mostly on the working observe markings at Modern Stability’s Boston headquarters.
The flags are handmade in Modern England by specialist fabricator Flag & Banner and incorporate a mechanism that permits them to flutter at completely different intensities throughout common retailer hours and in-store occasions.
London is the newest vacation spot to showcase the modern design technique following the opening of the Boston flagship, which contains a vitrine displaying archival merchandise and memorabilia from Modern Stability’s historical past.
Regionally manufactured items are introduced in a setting that references the design aesthetic of the Seventies – a interval that noticed the Boston space grow to be a centre for a working increase spurred by its annual marathon race.
Following the completion of the Boston and London shops, the modern identification might be rolled out to world flagships opening in Tokyo later this 12 months and in Modern York in 2026.
Different latest retail interiors from Common Design Studio embody a skincare retailer designed to resemble a laboratory and a boutique infused with Egyptian heritage and craft for jewelry designer Azza Fahmy.
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