Located in Stockholm, Sweden, sports fashion brand J.Lindeberg’s flagship store on Biblioteksgatan street serves as a new concept for the brand’s future stores.
Designed by Danish architect and designer David Thulstrup, the store reflects the brand’s roots and minimal aesthetic.
“The project took time – more than a year – but I had some clear features in my mind,’ said Thulstrup. “I wanted it to be futuristic but with strong references to the 1970s and techy and warm at the same time. These ideas, along with their logo, called the Bridge, were the starting point of the project.”
“It was very important for me to create a space that allows J. Lindeberg to tell its whole brand story from men’s or women’s fashion, to ski or golf wear,” explained Thulstrup.
Featuring a neutral colour palette with sparks of yellow, the store accentuates a luxurious and sporty atmosphere.
“Because J.Lindeberg is inspired by the 1970s, I referenced that period in colours, textiles and patterns,” explained Thulstrup. “So there’s a geometric play of curves and straight lines overlaid with a strong graphic element that is repetitive and rather like some of the patterns in the clothing.’
With the store made up of materials such as wood, fibreglass and concrete and stainless metal, a wide variety of textures can be appreciated.
In addition to operating as a retail space, the store is designed to be multi-purpose and adaptable that it can also be used to host events among other activities.
“Nowadays stores, showrooms and shops are the new art-galleries; they need to captivate the customers, make them live an impressive real-life experience, which accomplishes and integrates the on-line shopping,” said Thulstrup. “That is what the client needs, and why I always experiment with new solutions.”
