Design showcase: Oiselle in Seattle

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.

Architect: GoCStudio

Contracter: Dolan Built

Engineer: J Welch Engineering, K|B Architectural Services

Theatre Fly Fabricator: Metalworks & Design Studio

Lighting: KMJ-Design

Graphic Design: Turnstyle

Photography: Kevin Scott