Zigzags Dominate In Zeller & Moye’s Berlin Boutique For ODEEH

This Berlin clothing retailer by Mexican design and style studio Zeller & Moye is filled with concertina-shaped show stands produced from raw cement boards (+ slideshow).

ODEEH Concept Store by Zeller and Moye

Zeller & Moye designed the concept store for German-Austrian style brand ODEEH in the Bikini Berlin shopping centre in the west of the city.

ODEEH Concept Store by Zeller and Moye

A zigzag pattern is present all through the interior. As properly as the concertina-shaped stands and seating regions, the space features clothing racks with angular bases and folded partitions and mirrors.

ODEEH Concept Store by Zeller and Moye

These components were developed to be arranged in various configurations, making new ways to display garments for seasonal collections or during fashion weeks.

ODEEH Concept Store by Zeller and Moye

“The client asked us for a completely versatile system, so that manifold configurations can be set up from the quite identical elements,” studio co-founder Christoph Zeller told Dezeen. “The series of movable elements provides them maximal flexibility.”

ODEEH Concept Store by Zeller and Moye

Zeller said the cement boards provided a expense-effective and sustainable method, so the retailer would not have to be refitted each and every time their customers wanted a new appear.

ODEEH Concept Store by Zeller and Moye

“The contrast with the clothing was rather a side effect but operates very properly, as ODEEH uses very fragile and sensuous fabrics,” he added.

ODEEH Concept Store by Zeller and Moye

The industrial-style space also features cross-shaped fluorescent lighting, which hangs below the pipes and services left exposed overhead.

ODEEH Concept Store by Zeller and Moye

Photography is by Harry Weber.

Here’;s a project description from Zeller & Moye:


ODEEH Idea Retailer

The initial idea shop for german style brand ODEEH inhabits the terrace floor of Bikini Berlin, a modernist icon of 1950’;s West-Berlin, supplying vistas onto the Memorial church at Breitscheidplatz and the Berlin Zoo.

ODEEH Concept Store by Zeller and Moye

A landscape of movable elements can be arranged in ever-changing configurations enabling for maximum flexibility in the creation of unexpected spacial formations and curated concepts. The modular method of paravents and podests created of raw cement board is complemented by a series of delicate metal objects such as cloth racks, hooks and trays, specially made for the shop.

ODEEH Concept Store by Zeller and Moye

The mirrored insides to the paravents generate kaleidoscope-like interiors showing individual goods at all facets and enabling clients to eyeball the garments from several angles. The reappearing zigzag lines and the cross patterns of the lights refer loosely to stitching methods in tailoring.

Floor plan of ODEEH Concept Store by Zeller and MoyeFloor strategy – click for bigger image

Project sort: Fashion shop
Project name: ODEEH
Location: Bikini Berlin, Budapester Straße 38-50, D-10787 Berlin
Plan: Retail retailer
Status: Completed
Size (m2 and ft2): 250m2 / 2690ft2
Architects: Zeller & Moye
Partners: Christoph Zeller, Ingrid Moye
Project group: Omar Muñoz
Neighborhood architect: Rundzwei, Andreas Reeg
Project team: Christine Huber

Diagram showing different arrangements of partitions of ODEEH Concept Store by Zeller and MoyeDiagram displaying various arrangements of partitions – click for larger image

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