The retail concept by Guise is based on the Fifth Avenue design methods for repairing shoes, but transferred to architecture. The architecture have been modified to meet both functional and business requirements for an interior of the store.
Here is what the designers say:
“The project concerns a new concept store for Fifth Avenue Shoe Repair. The Swedish fashion brand Fifth Avenue Shoe Repair works with traditional typologies of clothes but deconstructs them and create new hybrid garments. The assignment was to design an entirely new concept store that meets the commercial aspects of a retail space, but foremost to design the spatial encounter with the brand Fifth Avenue Shoe Repair.”
Jani Kristoffersen, one of the founders of Guise explains: “The ambition was to use strong silhouettes whereupon we choose a double helix-shaped stair as a basic form. In order to adapt the helix shape to meet the functional requirements we had to deform the shape of the stair until it met the commercial need for exposure, but also in order to give it an unique character of its own”.
Andreas Ferm, one of the founders of Guise continues: “Since the main form is folded and rotated it both conceals and exposes the garments and accessories while you move through the store. The rotated shape aims to create a more dynamic experience for the customers, by that we try to create a more well directed spatial experience.”