Eytys mixes Scandinavian brutalism and some Miyake realness in London

London – When Swedish brand Eytys recently opened their first London outpost, the team decided to get personal: that is, founders Max Schiller and Jonathan Hirschfeld brought on their personal art collections to the retail space. When the Stockholm duo says they want customers to feel at home, they mean it.

The space, designed in-house by the cult clothing and footwear company, features work from Swedish progressive female artists in a study of contrasts. On one side is Hilde Retzlaff’s rough and imposing Logogram 5; on the other, a parchment of soft embossed cow skin from Linnea Sjöberg’s Salong Flyttkartong performance project.

Like that perfect mixtape, the design of the Eytys London store was about clashing our favourite periods of architectural design

The rest of the store still bears a strong link to its Scandinavian home: the selection is influenced by Swedish 1960s brutalism. It also pays homage to the playful postmodernism of the 70s and 80s: the starting point of their design process was Shiro Kuramata’s retail vision for Issey Miyake some 30 years ago.

‘Like that perfect mixtape, the design of the Eytys London store was about clashing our favourite periods of architectural design,’ stated Schiller, the brand’s creative director. ‘We all know the party playing both Talking Heads and Sean Paul is the best one.’

For their house in the middle of Brewer Street, they decided to get busy with rough concrete walls against elements in Italian burl veneer – a similar material combination to the one favoured by Hans Hollein in projects such as the Vulcania park. The architect’s legacy can also be seen in the metal palm tree and the mirrored vaults that open up to the fitting rooms.

And the massive light tubes running across the ceiling? You can thank Renzo Piano and Richard Rogers for that – that element is a nod to the Centre Pompidou.

So, some Japanese oddities, a bit of Piano and a whole lot of rock – as in, concrete. Indeed, that does sound – and look – like a good architectural mixtape.

eytys.com

Location 75 Brewer Street, Soho, London W1F 9US

Billboard: Vescom
Billboard: Vescom

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