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MOOI STORE, LONDON
Monday 25 Jul 2011
Mooi is a new clothing store in Kensington London, offering bohemian luxury for women. It aims to reclaim some of the local fashion heritage and individualism previously embodied in shops such as Kensington Market and Sign of the Times.
The project embraces the inherited concrete and brick of the existing shell. West Architecture developed a series of precisely detailed display objects, which act as a counterpoint to the existing materials whilst focusing the customers' attention on grouped pieces. The timber floor unites the various wall materials at low level whilst the display cases with glass lined niches form a datum, above which there is a less controlled space where fair faced surfaces and services are revealed. Other objects are displayed within freestanding bespoke cabinets and on simple individual plinths.
The architects avoided the use of colour within the scheme and instead opted for a pallet of muted tones, which work alongside the existing brick and concrete. All colour is introduced through the display of the clothes allowing them to become the focal point and emphasising the shift in seasonal collections from Spring, Summer to Autumn, Winter. The dark brown of the glass linings used in the niches accentuates the displayed jewellery and is carried through into Mooi's visual identity.