Filippa K store concept by White Arkitekter in Amsterdam
When Filippa K founder Filippa Knutson returned to the company after a six-year hiatus, her mission was to refresh the Swedish clothing brandâ€™s expression and refocus it's original values â€“ style, simplicity and quality. The retailer worked alongside White Arkitekter which interpreted a physical environment that explores the absolute potentials of material quality and detailing. The result is a store concept balancing heavy and light materials and minimalism and warmth.
Our brief was to develop the Filippa K store concept we have already implemented in stores and concessions in Stockholm, Gothenburg, MalmÃ¶ and Copenhagen. Utrechtsestraat is the first standalone flagship store with the new store concept. The aim was to create a more pronounced brand expression in the new physical stores, to communicate the Filippa K brand effectively and to reflect the brandâ€™s identity. The main focus was to work with natural materials such as wood, stone and natural fabrics,' say Eleanor Bergren, lead interior architect, and Charlotta HallstrÃ¶m, interior architect at White Arkitekter.
Filippa Kâ€™s Scandinavian design heritage and brand vision â€“ where simplicity is the purest form of luxury â€“ is present in every detail and choice of material in the flagship store in Amsterdam. Italian marble and Scandinavian elm wood harmonise with richly tactile linen fabrics in earthy hues and carefully curated modern design classics by Harry Bertoia. Verdant lushness of different trees injects vitality and life.
Our aim was to create a base that harmonises with the clothes. The colour palette consists of the materialsâ€™ natural look to represent the brandâ€™s fashion collections,' say the architects. Both White Arkitekter and Filippa K want to work with Scandinavian materials that are sustainable and age with dignity. The main material is a variety of handpicked Swedish and Italian marble stones for the display modules, white washed Douglas fir and elm tree wall panels, European linen fabrics and stainless steel clothes rails. Bespoke carpentry for every location is made by Swedish company Aarts LundsjÃ¶ Snickeri.
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