Danish fashion brand Samsøe Samsøe has launched a pop-up gallery for Paris Fashion Week that features an all-white interior decorated with artwork and furniture made from the brand’s T-shirts.
The exhibition space was designed to have a pared-down feel in a nod to the brand’s Basic collection, which is launching during the fashion week in the French capital.
Samsøe Samsøe’s in-house design team created the gallery together with set designer Fatima Fransson to be a “blank canvas” and bring the brand’s vision of “Scandinavian simplicity” to life.
“The overall design is inspired by the way in which our Basic collection is structured,” Samsøe Samsøe art director Jelena Fijan told Dezeen.
“We took the timeless, long-lasting approach of the product to be central at the space, which gives it a contemporary art gallery feel,” she added.
“[We wanted] to create a welcoming but abstract feeling for the visitor.”
The resulting space, located in Paris’s Le Marais neighbourhood, has a stark all-white interior punctuated by a central counter partly made from the brand’s clothes.
“By creating a high-block bar, the installation functions both as an art piece and as a community table for people to connect and talk,” Fijan said.
“As this is the central piece in the space, we left some room for the brain to work, and we wanted to create a minimalist and long-lasting feel,” she added.
The block was made from plywood and epoxy resin, which was then covered in reclaimed T-shirts worn by the Samsøe Samsøe team.
The space also features artworks made from cashmere knits that were placed in plywood forms layered with a concrete-mixed plaster.
After Paris Fashion Week ends, the set will be moved to the brand’s headquarters in Copenhagen.
Other fashion stores with a minimalist interior include Swedish brand Toteme’s flagship London store, designed by Halleroed, and Balenciaga’s concrete Berlin store, which references the city’s modernist architecture.
The photography is courtesy of Samsøe Samsøe.
The Samsøe Samsøe gallery is located on 16 Rue Caffarelli, 75003 Paris, and will be open 28 February to 3 March. See Dezeen Events Guide for an up-to-date list of architecture and design events taking place around the world.
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