Flagship Store Pringle of Scotland | Atelier Oï

atelier oï signs the new design for the fashion brand Pringle of Scotland in London. Pringle of Scotland, holders of an old tradition in cashmere production and also inventors of the famous pattern “Argyle”, has asked atelier oï to define a new design line for its upcoming boutiques. Very sensitive to materials, to the savoir-faire and to the traditions of the brand, atelier oï has looked for a way to translate these elements in an architectural scale. If we find natural materials in the project, like stone which refer to Scotland, atelier oï was mainly inspired by the famous pattern “Argyle”. Playing with lines and surfaces, it’s the whole netting process that has been reinterpreted by graphically composing with the metallic thread and the wood. If the savoir-faire and the origins of the brand where used as reference, the work of the stylist (Massimo Nicosai) that undoubtedly inspired the desire to spread the spirit of a brand that not only still makes use of its tradition but also knows how to re-invent itself thanks to its designer and to the fashion muses, Grace Kelly and Tilda Swinton, they have chosen to represent them. Through this project, atelier oï fulfils its first steps in the rich and inspiring universe of fashion.