The Neil Barrett shop in shop | Zaha Hadid Architects

The ‘Shop in Shop’ concept for Neil Barrett is based on a singular, cohesive project that is divided into sixteen separate pieces. Specifi c pieces have then been selected and installed into each of the four Neil Barrett Shop in Shop’s in Seoul, and also into the Hong Kong shop; creating a unique display landscape within each store. Each separate element acts a as piece in a puzzle of the original ensemble, ensuring each shop maintains a relationship to the defi ned whole and with the other Neil Barrett Shop In Shop locations. The pieces have been carved and moulded from the original solid as pairs that define each other to create an artifi cial landscape that unfolds multiple layers for display. The emerging forms engage the same design principles adopted for the Neil Barrett Flagship Store in Tokyo; the characteristic peeling, twisting and folding of surfaces has been extended to incorporate doublecurvatures and rotations. The display landscape is a fl exible modular system that allows multiple arrangements and adaptations according to specific locations and multiple conditions, developing an original space at every location. The pieces can be used individually or pieces can be used in conjunction with others from the collection accordingly to suit the scale and spaces of each shop, with each piece able to display shoes, bags or accessories.