Oslo – Collaborations between fellow Norwegians Snøhetta and fashion house Holzweiler date back to 2017, when the latter commissioned the former to design a pop-up store for Paris Fashion Week. Snøhetta developed conceptual furniture for the temporary space – pieces that make their return in a new Holzweiler showroom, flagship store and digital retail channel also designed by the trans-disciplinary practice.
This holistic brief came from Holzweiler’s desire to create a seamless experience for its global customers. Whether they should prefer digital, physical or phygital platforms? No matter – the concept itself centres on the idea of ‘interweaving’ the three. And there’s a double meaning to catch there: ‘interweaving’ also references the handicraft behind Holzweiler’s garment and accessory offerings.
Modularity is a necessity for today’s retail environments. But Holzweiler realized that kind of flexibility wasn’t only important for physical spaces, so Snøhetta envisioned for them a grid that all brand dimensions could exist on.
The first step was the showroom-cum-design-studio-cum-offices: the new headquarters, just outside of Oslo, has a curtain grid that accommodates the changing layout needs of all functions. A storage system – developed with walls made of mirrors and idea boards – promotes analogue and digital craft. In the flagship store – located centrally, in Prinsens Gate – that grid is represented via a flexible shelf system. The material continues the spatial narrative of the showroom, and the layout promotes organic interaction.