11th January 2018
Seattle womens sports brand Oiselle required a flagship store that could cope with seasonally-changing products ranges and function as a club house for the local running community, from a site with a small footprint of 58 sq m (625 sq ft).
Architecture and design group GoCStudio employed theatrical techniques to allow merchandise racks to ‘fly’ into the ceiling void, while mobile and flexible units can be moved as required.
A Theatre Fly suspends hanging display racks from a frame mounted to the existing ceiling beams, allowing the racks to be raised completely to create an open plan space for events.
A manual winch for the racks is mounted on the wall, which provides a visual backdrop for the store with a large mural of an athlete, which is fully revealed when the rack is raised.
A haberdashery desk features a range of drawers and sliding sections allowing it to be used flexibly for product display.
When not in use it can be compacted and rolled into a space within cabinetry along the store’s north wall. The desk features a water supply so that thirsty runners can refill their water bottles.
The bespoke cabinetry offers merchandising space, storage, and a staff closet.
Floors are polished concrete.
A custom display wall, known as the Plinko Wall, runs along the south and east sides of the store. A CNC plywood surface is used to form a flexible grid that allows the installation of custom shelving and hanging rails as required.
Contracter: Dolan Built
Engineer: J Welch Engineering, K|B Architectural Services
Theatre Fly Fabricator: Metalworks & Design Studio
Graphic Design: Turnstyle
Photography: Kevin Scott
2017 Review of the Year2017 Review of the Year
AR increases on-the-spot big ticket purc...AR increases on-the-spot big ticket purc...
Design showcase: New Ardene format refoc...Design showcase: New Ardene format refoc...
Analysis: After the M&As what next for s...Analysis: After the M&As what next for s...
Kesslers acquires Carters Design to kick...Kesslers acquires Carters Design to kick...
Biggest UK space for Vitra opens at Heal...Biggest UK space for Vitra opens at Heal...