Type: Shop-in-shop concept
Client: Minimum 
Location: Galeries Lafayette, Paris, France
Status: Completed, February 2022

Photos by: Hedda Rysstad

Spacon & X designed and produced a variety of retail solutions for Danish fashion brand, Minimum and their new store at Galeries Lafayette in Paris, France. The retail display furniture takes its point of departure in the meeting point between Scandinavia and Japan in its design.

Consisting of a tactile, modular, and functional series of furniture with a detailed joinery that allows for the shelf units to be connected with each other in a variety of ways. The key focus in designing for minimum’s needs was to find a system and function with a flexible display with a reference to natural honesty. The key word of longevity has been an important guiding principle throughout the entirety of the design process.

Japandi design is "the combination of Scandinavian functionality and Japanese rustic minimalism to create a feeling of harmony, balance and simplicity, that pays a tribute to the relation to nature". This fusion creates a sort of blend between functionality and form, focusing on clean lines, bright spaces, and light colors. Adding to this, our inspiration has come from the Scandinavian landscape and colors that are found in the nature around us.

In combination with Japanese design traditions such as maintaining an eye for attention to detail with joinery in both steel and wood for the shelf unit systems. The visible construction and joinery creates an honesty with a reference back to Scandinavian design traditions. The shelf unit system is functional, flexible and is possible to put together in a vast range of ways, making its compositions dynamic.

Minimum has thus the potential to display their fashion items in a wide range of ways with protruding racks that are both vertical and horisontal. In view of this, Minimum has the opportunity to frame their clothes differently depending on the season which makes the system not only functional but also sustainable given its multiple use and long lifetime.

Solid pine wood treated with wax and untreated aluminum maintains honesty of the sustainable materials inspired by Scandinavian design. Japandi is conveyed in the contrast with black stain and white tile inspired by that appearing on Japanese facades.

We sought to create abstract design elements such as the constructed boulders that aim to provide a collection of scales from nature. The boulders are made of organic carpets with shapes that bring the human perception to regard the forms as ones of natural formations, elevations and mountains.

The various objects include several facets and give a sculptural feeling in how they are composed. When light is reflected through and on the objects distances the shapes transform into being dynamic.

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