Retail Concept
The First Project by OMA / AMO in Munich
Cork for the point of sale: the Stone Island flagship store in Munich by OMA / AMO. © Photograph by Marco Cappelletti, Courtesy of Stone Island and OMA / AMO
Finally, Munich – in the deepest, southernmost region of Germany – has been graced with a first project by OMA and its think tank, AMO: the new flagship store in the Old Town translates the corporate identity of the Italian fashion brand into a harmonious shop concept.
Digital displays and natural materials are ubiquitous in the shop concept by OMA / AMO for Stone Island in Munich. © Photograph by Marco Cappelletti, Courtesy of Stone Island and OMA / AMO
Materials and textures
Natural materials with sophisticated treatments characterize the three-storey shop concept at Perusastrasse 2 in the centre of Munich. Over the course of the renovation, the facade of the entire building was covered with regional Bavarian granite. Unlike its exclusive fashion neighbours, the display windows at Stone Island are open and transparent. They offer generous views of life inside the shop without isolating products from the street space. With walls of burnt cork and earth, flexible product displays and integrated screens with LED lighting, the bright flagship store presents itself as sophisticated yet down-to-earth. The overall light-diffusing ceiling consists of panels that are covered with Tyvek and are reminiscent of delicate veins – rather like handmade paper. The interior concept by OMA and AMO is based on the transformation of materials and delicate textures – the brand essence of Stone Island.
Digital and well-grounded
Sami Bantal of OMA / AMO developed the interior for the Italian fashion brand with particular consideration for its DNA. The new flagship store is arranged over three levels, like an art exhibition. The central display module on the ground floor is a special chandelier that can be tilted, rotated and lowered at the touch of a button. The large area, which projects digital content and has a view of the street, converts into a sort of table.
Small screens on the red wall of synthetic resin, © Photograph by Marco Cappelletti, Courtesy of Stone Island and OMA / AMO
The red wall of synthetic resin at the rear of the ground floor features a row of small digital screens that show the various phases of Stone Island’s production processes. Iconic fashion designs from the brand’s history are ubiquitous in the sales areas and showrooms. Not all are for sale – a few are pieces from the archives that reveal the innovation potential in working with textiles. The lower level is conceived as a community space. The upper level is home to fitting rooms for the customers.
A fitting room of corrugated sheeting with a refined surface. © Photograph by Marco Cappelletti, Courtesy of Stone Island and OMA / AMO
Exterior view of the façade. © Photograph by Marco Cappelletti, Courtesy of Stone Island and OMA / AMO
Art and design
Innovation appears in other objects in the shop as well. The room-defining aluminum display case by Elvis Wesley on the upper level looks like an opened-up, historical wardrobe trunk: the artist has combined visual art with material design. The stools in the fitting rooms are by Tim Teven. The side walls of the stairways also call art to mind, for their refined metal surfaces are clad with metal grids that appear just as industrial as artistic; indeed, they are similar to the ones at the Prada Foundation in Milan.
We document further projects of OMA with details in the monograph OMA. Architekture and Construction Details.
Architecture: OMA / AMO, Rotterdam (NL)
Client: Stone Island
Location: Perusastraße 2, 80333 Munich (DE)
Material: Cork, clay, aluminum
Gallery
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