Acne Studios: Berlin Flagship Store

Berlin (DE) / Design for the first Acne store outside of Scandinavia / Architecture, lighting, furniture / 2005


Acne Studios: Berlin Flagship Store


Acne studios, Sweden


Lighting, Retail / Commercial

Berlin (DE)


Set in a typical Berlin space, this first store of the new Swedish brand Acne to be located outside Scandinavia, features 90 square-meters of luxury fashion.

Crossing through the three rooms, a monumental cabinet that incorporates the functions of storage and product display has been constructed by using a copy & paste technique executed with 3D modelling software. The design integrates product display, as well as stock merchandise through a vertical arrangement. The stock is thus a part of the store display and directly accessible by the customer. The design has a high degree of complexity which does away with the typical display ideas for denim. In opposition to this complex object, the surrounding space, which is free of exposed merchandise, has been designed to give the feeling of spaciousness. On top of the cabinet sits a tank, analogue to a fuel tank of a motorbike, fashioned with a highly reflective surface fading from black to white. The tank contains all the technical needs, such as light and motorised screens that come down at night in order to hide the merchandise and also serves as a multimedia projection screen for images and films of Acne collection ideas. Together with surfaces that reflect the surrounding light of the city, these screens create a visual rhythm that alternately receives and emits images and visions.

The large windows give a clear view from the outside, where the overall impression of the space is a form of collusion between surface and depth, reminiscent of a scenographic faux-perspective. A quasi-organic aspect occurs in the multi-functional desk, made out of matte skin-coloured Corian. As a former tailor table, different services can be provided by this desk: it is a cash point, furniture for trying shoes, and a display counter for small products that can be handled, discussed and viewed closely. Behind the cabinet, thought of as a “chambre separée”, a wall made of brown translucent honeycomb acrylic panels houses the changing rooms. In this area the original floor tiles are kept to provide a historical patina.

A light-installation, recalling a pair of antlers and made out of bulbs normally found at carousels or casinos, generates a white shimmering luminous figure in the ceiling.

The store opened in the same building of the stores of Andreas Murkudis, AM1, AM2, AM3, which have been designed also by Gonzalez Haase AAS.

Materials & equipment:
Pink desk: DuPont Corian® has supported Gonzalez Haase AAS to make this object.
Cabinet: MDF painted with a special pearled effect lacquer from America; mirrors, high
polished stainless steel.
Tank at top: MDF fading from Black to white; motorised screens (steel finish);
recessed lighting by micro fluorescent high input; sound system.
Video beamer.
Dressing rooms: translucent brown honeycomb acrylic panels transparent.
Floor: concrete.
Light installation: dimmed white carrousel lights.
Construction: the design was modelled in 3D software and sent via email to the construction company which is equipped with the latest technology. Directly from the e-model, the machine was programmed to cut each piece to be painted and mounted. The length of time producing execution plans was consequently reduced on the design.


Photographs: Thomas Meyer – Ostkreuz