Dagmar by Guise in Stockholm

Swedes Construct Retail Space from Triangles

In the Stockholm retail space for House of Dagmar – a young Swedish fashion company with the label Dagmar – local outfit Guise explored its fondness for all things modular. Jani Myrman Kristoffersen of Guise explains the scheme.

What was the concept? Jani Myrman Kristoffersen: The client brief was pretty straightforward: invent a hybrid spatial language between Swedish design and Art Deco. We designed a basic, triangular-shaped module and let that shape our concept. The 10-mm-thick rails employ the shape as a framework. It’s very structural, yet also adds character. Modular tables have identical triangular tops and bases.

Modular furniture is a running theme in Guise’s portfolio. How did you adapt the idea to fit the Dagmar brand? Modules are great for populating a space with a specific character. For V Ave Shoe Repair we created square, cage-like modules that were not only strong individually, but made something really special happen when combined.

With Dagmar, we developed a new character: the triangle, as I mentioned. The shape offers great flexibility, so we tried to use it to its full potential. When grouped they form a large surface on which to display clothes, and the angular edges can function as dividers to control the flow of people.

What is the significance of the material juxtaposition, such as copper versus white? White is always great to work with since it draws attention to shapes, and we often work with spatial arrangements. Colours can be fun, too, but we opt for materials with solid colours. Copper, for instance, that’s copper through and through.

It would be great to work more with solid whites, as we did for Fotografiska - Museum of Photography in Stockholm. We made the entire interior from a material called Montelli. It’s a great product!