A Sartorial ‘Shop in Shop’ for Neil Barrett

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Friday, May 10, 2013
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A series of curvaceous, modular display shelves by Zaha Hadid Architects creates a powerful store image for Neil Barrett. (Virgile Simon Bertrand)

Zaha Hadid Architects designed 16 bespoke polyurethane display units for fashion designer Neil Barrett’s shops.

Fashion designer Neil Barrett hired Zaha Hadid Architects to design a cohesive display concept for a new flagship store in Tokyo that could be easily rolled out to his other locations as well, which include four shops in Seoul and one in Hong Kong. The result had to be as sartorial as Barrett’s fashions, so Hadid’s team came up with the idea of cutting the displays for all of the stores from a single block of material. The concept resulted in 16 bespoke display elements, which all fit together like pieces of a puzzle.

“We wanted to design a project that always belongs together but offers a choice between different sizes,” said project architect Claudia Wulf. “The reason we designed a modular landscape is that we have extremely different area requirements [across all of the shops].” The units, which are carved from a solid unit, range in size from 13 1/2 feet by 13 3/4 feet to 4 feet by 6 feet. Paired, the units create a sinuous artificial landscape that unfolds across multiple display levels. The pieces can be grouped to suit the scale and space of each boutique, and display shoes, bags, or accessories just as easily. Read More

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