Seek No Further Pop-up Stores
Monday 31 Mar 2014


Fruit of the Loom's new Seek No Further label brings a sophisticated edge to the irreverent spirit and easy to wear staples of its parent label. Designed by Dorothée Loermann,  formerly at cult Parisian fashion brand Surface to Air, the London-based label's first capsule collection offers contemporary and beautifully crafted wardrobe staples for men and women.

The capsule collection will be available at the Seek No Further pop-up stores, designed by Universal Design Studio, in London and Berlin from March 2014. A gallery space in London's Shoreditch and Berlin's Mitte district have been transformed into two pop-up stores especially for the launch of Seek No Further. With an emphasis on the process of making and reflecting the brand's innovative approach to materiality and detail, the stores' key message is simplicity.

Collaborating with artisans and art technicians, Universal have experimented with unconventional materials like glass wax, flock coating, cast concrete and silicone to create the handcrafted sculptural display pieces. In London, the capsule collection is displayed on a single 6.5m long rail suspended from the ceiling, set against the raw concrete wall. The long and narrow space of the gallery is further emphasised by the mirror-clad back wall, creating an illusion of double-depth. In Berlin, set within the raw shell of the gallery, solid, bold geometric shapes form a varied landscape. In both stores, an understated monochrome palette is juxtaposed with royal blue flock coating, translucent yellow display blocks of cast glass wax and sculptural objects coated in soft pink silicone.