Space travel, race cars and the French Riviera are among the eclectic references that informed Snøhetta's design for the Moniker boutique in Oslo, Norway.
Called Moniker Fashion Universe, the 1,500-metre-square concept store is located in the heart of Oslo's shopping district, near the newly renovated Valkyrien Square.
When the store opened last spring, its two Snøhetta-designed floors housed only womenswear. Now, sports- and menswear departments have been added on a new floor, which complements the existing interior.
The Moniker Sport section features curved stainless steel shelving (above) and a wall of patterned glass (top image)
"One of the most important inputs we got from our client is that the experience of the store should be like a treasure hunt, where the customers discover new worlds of fashion around every corner," said Snøhetta interior designer Carl Andreas Aspelund. "This input combined with the concept of the chameleon has strongly influenced the layout of the store. Chameleons can change colours and expression but their body is always the same and recognisable, this is also true for the brand experience of Moniker," he told Dezeen.
One of the two menswear zones was informed by the French Riviera
In the store, these ideas are manifested through the use of fixed partition walls, which help to break up the space and create a maze of rooms, each set within a different "visual universe".
Just like the womenswear department, whi...