MODO x INAINN

Modo is a Norwegian retailer of Scandinavian brands and iconic fashion, selling mostly online, with headquarters and a boutique in Ålesund and Moa. Our goal was to create an engaging interior that would be variable and responsive to the clients’ needs. The idea of flexible store treatment derives from online shopping.

Challenge

The original store interior did not fully reflect the brand’s identity. Our client wanted to refresh the area and reclaim usable space. The total usable square area of the interior is 220m2. Before the redesign the area was only 135m2 and  about 20% was excluded by racks.

Solution

Our project combines mobility, textures, sustainability and local materials. The design explores the interaction between materials, textures, lights and how they reflect in each other. These overlaps, noises, and structural glitches create a fluid surrounding of forms and product traces, playing with what’s new and what was existing there before renovation. The central place of the store is occupied by modules made out of stainless steel, positioned in various ways, which when taken away, free up the space for special events. The design invites clients to explore – from the outside steel curtains at the store front, which half-reveal products, showing them through a mesh of industrial steel trusses. Inside the store, a brick curtain wall with fitting rooms behind, stirs up curiosity and serves as a background, encouraging clients to take pictures and posting them on Social Media.

Result

After the redesign, sales at the store increased by 30%. Overall usage of materials from local producers and Greenguard certified textiles from Danish company ‘kvadrat’, gives another dimension to the shop-fitting process, its sustainability, and wisely planned interior concept. Using local products decreased the carbon footprint of the project.