100 Regent St., London W1B 5SR, United Kingdom
Photographs by Thomas Meyer – Ostkreuz
The holistic concept of the project revolves around the ethos and ideals of Iceland. We wanted to capture the essence of Iceland without being stereotypical. The weather in Iceland is a very real and prominent feature in the land and we classified as static (the island) and forever changing (the weather). We are interested in this nuance. We look at the bi-chromy from black to white as movements of the weather. The immaterial, movement, changing, blurry and informal. Therefore the grey is connected to the principal of the store and the new added colour as an evolution. Each colour is an aspect of the islands. Each colour can be a new store, with a new material.
We used natural sustainable materials to create the specific look and feel. The grey curved walls are locally sourced natural pigmented clay from Cornwall, UK. The earth itself is pigmented aggregate and sand.The curved walls are monumental and simple. Walls can be higher and lower depending on their position as this frames the view. The clay’s rustic texture adds a layer of tactility to the space and brings out the feel of the clothing. The rammed earth islands are cast with different sized aggregate and various types of lava rocks to compose the layered effect.