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16 Mar

TAKING SIDES ; Geometric Stockholm fashion store

If you thought Dagmar was a nightclub that Dirty Den set fire to in Eastenders, then firstly you’re old, and secondly you clearly haven’t been clothes shopping in Sweden much; Dagmar is a fashion brand run by three sisters with a new in-store shop at the super-swanky Stockholm department store Nordiska Kompaniet (NK). There may be two sides to most stories, but there are three sides to the story of design firm Guise‘s interior work – taking a cue from Dagmar’s association with the Art Deco movement, it started with the simplest geometric shape, the triangle, and expanded on its possibilities.

Stacking the triangles together, Guise constructed display frames with many different ways to arrange the clothes, hanging in the traditional manner or using the angled cross-beams. The shape crops up in the viewing mirrors, and also in the seats which use their pointy ends to direct customers around the shop. To complement the mirrors, copper surfaces have been introduced to give a bit of sheen to the otherwise matte space. As someone once sang, three is the magic number…


written by Rob Wilkes

Source –

Jina Jeon
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