ODEEH Concept Store
The first concept store for german fashion brand ODEEH inhabits the terrace floor of Bikini Berlin, a modernist icon of 1950’s West-Berlin, offering vistas onto the Memorial church at Breitscheidplatz and the Berlin Zoo.
A landscape of movable elements can be arranged in ever-changing configurations allowing for maximum flexibility in the creation of unexpected spacial formations and curated concepts. The modular system of paravents and podests made of raw cement board is complemented by a series of delicate metal objects such as cloth racks, hooks and trays, specially designed for the store. The mirrored insides to the paravents create kaleidoscope-like interiors showing individual products at all facets and allowing customers to eyeball the clothes from multiple angles. The reappearing zigzag lines and the cross patterns of the lights refer loosely to stitching methods in tailoring.
