Monospace | Alberto Puchetti

Fashon Playground

The concept of the interior reflects the free spirit of the brand by breaking retail space’s standard schemes. An organic three dimensional sculpture made of steel rods unfolds through the space creating a very dynamic display system and a versatile three-dimensional graphic layout.

This project is not just about the interior design of a shop but it is a branding project defining the identity of new fashion brand, Moonscape, which is opening several stores in China and South-East Asian countries. The briefing is about to design a retail space reflecting the playful spirit of the fashion brand.

The concept started off by the fascination with the appealing design of the metal carousels of   children’s outdoor playgrounds. Main features of this design are the bright colors, the articulated design, the aerodynamic lines  and the playful spirit which seems to be all very far from the typical features of fashion stores interior design.  Retail spaces are normally quite steady and ‘safe’. In order to reflect the brand’s “avanguard” spirit we wanted to design a deeply experimental project.

The project is a critical investigation of retail space's spatial possibilities; the “fashion playground” concept creates different feelings. The store is not just a functional sterile space for the mere purpose of the sales but a creative and cheerful environment in which costumers are invited to play with clothes and think in a creative way.

The traditional scheme of table –display-wall rail- floor rail is overcome by the design of a spatial texture made of metal wires introducing several display scenarios. This sculptural feature will eventually become not just a flexible solution- a necessity in today’s fashion stores – but also a branding signature that stands out. The flagship store is the design blue print for many concept stores around Asia.

The metal wired sculpture is produced on a innovative computer generated program which bend sections of tubes to be connected together. The only information to provide to the computer is the actual 3d file iges of the sculpture. The same technique is also used to produce the floor stands.