Snøhetta Completes Interior, Brand, Graphic and Digital Design for Norwegian Fashion Concept Moniker

In a time where retail is challenged, intensified by the economic shock of the ongoing pandemic, traditional trade and e-commerce is forced to innovate to stay appealing and relevant. In response to this, Snøhetta has designed a playful brand and interior concept for the new Norwegian house of fashion brands, Moniker. Through strategic branding, graphic design, web design and interior design, the Moniker brand house inspires shoppers to discover their own Moniker – their personal nickname translating into their own signature style – by immerging them into a playful universe, both in the 800 m2 brand store and online on moniker.no.

The Moniker brand experience is inspired by the human need to express individuality and features five distinctive personality traits, influenced by iconic muses of the 19th and 20th century. This bold and playful universe expresses an attitude of fashion, exploration, and fun. Visitors are invited to discover new styles and ways of expressing themselves through carefully curated high-end garments and accessories. By superimposing layers of cultural references and atmospheres, Moniker highlights and honors those who dare to stand out and showcase their individuality.

Situated adjacent to the Valkyrien square by the busy high-end shopping street in Oslo, Bogstadveien, Moniker opened its doors to the public on April 23, 2020. The opening marks a bold move, manifesting the belief that consumers still find pleasure in the art of wandering in a visually appealing universe in search of that perfect and surprising item that can complete their look.

Following the brand concept, the physical Moniker store is divided into five zones, each with its unique visual expression inspired by the personality traits of the character they represent, whether Distinctive, Ambitious, Sensitive, Eccentric, Curious or Daring. These zones offer secluded and playful spaces for visitors to enjoy, making a visit to Moniker about more than a simple transaction, but rather an immersive experience counterpointing fast fashion and the standardization and predictability of traditional department stores.

  • The Distinctive zone is inspired by the unapologetic Grace Jones and features strong colors and geometrical shapes that complement the displayed brand garments and accessories.
  • Inspired by movie star and inventor Hedy Lamar, the Ambitious zone features clothes and accessories for the modern, androgyne and elegant power woman, framed by an interior soaked in timeless glamour and luxury.
  • The Sensitive zone echoes Jane Birkin’s romantic and effortless and bohemian look effortlessly merging Paris chic and British mod.
  • Designed with life hedonistic lifestyle of Peggy Guggenheim in mind, the Eccentric zone adds a maximalist and extravagant backdrop to the store.
  • The Curious zone translates the explorative universe of globe trotter Isabella Bird and pays tribute to the crossing of patterns and colors of exotic and far away destinations.
  • Snøhetta is currently also working the menswear section of Moniker, Moniker Man, which will be launched later this year.

The Moniker brand experience also continues online for those who prefer shopping in a visually appealing virtual universe from the comfort or their own home on moniker.no.

Inspired by the distinctive styles of the Moniker brand, the Moniker logo comprises five typographical variations of the Moniker name. Derived from the same typography grid, or “typography skeleton”, the logo morphs into distinct typographical expressions echoing the chameleon-like interior design of the Moniker brand house.

Through its interdisciplinary and holistic approach to branding, graphic design and interior design, the Moniker brand house sets out to become a new icon of the Norwegian and Scandinavian brand house scene, an icon with its own distinct personality and moniker.

Moniker is developed in close collaboration Anett Ringstad Jalland and Jørgen Jalland, former owners of the Norwegian branch of Ganni.

 

© Hinda Fahre
© Hinda Fahre© Hinda Fahre
© Hinda Fahre
© Hinda Fahre
© Hinda Fahre© Hinda Fahre
© Snøhetta
© Hinda Fahre© Hinda Fahre
© Hinda Fahre
© Snøhetta
© Hinda Fahre© Snøhetta
© Hinda Fahre© Hinda Fahre
© Hinda Fahre© Hinda Fahre
© Hinda Fahre© Snøhetta
© Hinda Fahre
© Snøhetta
Download images and videosnohetta.openasset.com

Credit Sheet

PDF 1.8 MB
Download

Therese Sanni

Oslo

Share

Get updates in your mailbox

By clicking "Subscribe" I confirm I have read and agree to the Privacy Policy.

About Snøhetta

For almost 40 years, Snøhetta has designed some of the world’s most notable public and cultural projects. Snøhetta kick-started its career in 1989 with the competition-winning entry for the new library of Alexandria, Egypt. This was later followed by the commission for the Norwegian National Opera and Ballet in Oslo, and the National September 11 Memorial Museum Pavilion at the World Trade Center in New York City, among many others. 

Since its inception, the practice has maintained its original transdisciplinary approach, and often integrates a combination of architecture, landscape architecture, interior architecture, product design and art across its projects. The collaborative nature between Snøhetta's different disciplines is an essential driving force of the practice.

Today, Snøhetta has a global presence, with studios in seven locations spanning from Oslo to Paris, Innsbruck, New York, Hong Kong, Shenzhen, and Melbourne.

Snøhetta is currently working on a wide range of international projects, including the Shanghai Grand Opera House, the Theodore Roosevelt Presidential Library in Dakota, Harbourside redevelopment in Sydney and La Croisette in Cannes, to name a few. 

Recently completed works include Vertikal Nydalen in Oslo, Beijing City Library, the renovation of Musée national de la Marine in Paris, Orionis - the planetarium and observatory of Douai, Airside in Hong Kong, Esbjerg Maritime Center in Denmark, 550 Madison Garden and Revitalization in New York, as well as Volum lamps for Lodes.

Some of Snøhetta's previous projects include Ordrupgaard Art Museum expansion in Denmark, the Cornell University Executive Education Center and Hotel in New York City, Le Monde Group Headquarters in Paris, including the wayfinding and signage, Europe’s first underwater restaurant, Under, the redesign of the public space in Times Square, the expansion to the San Francisco Museum of Modern Art, Lascaux IV: The International Centre for Cave Art, Powerhouse Brattørkaia and design for Norway’s new banknotes.

Snøhetta’s working method simultaneously explores traditional handicraft and cutting-edge digital technology. At the heart of all Snøhetta’s work lies a commitment to social and environmental sustainability, shaping the built environment and design in the service of humanism. Every project is designed with strong, meaningful concepts in mind – concepts that can translate the ethos of its users and their context.

Among many recognitions, Snøhetta has been awarded the European Union Prize for Contemporary Architecture – Mies van der Rohe Award for the Norwegian National Opera and Ballet, and the Aga Kahn Prize for Architecture for the Bibliotheca Alexandrina. In 2016, Snøhetta was named Wall Street Journal Magazine's Architecture Innovator of the Year, and the practice has been named one of the world’s most innovative companies by Fast Company two years in a row. In 2020, Snøhetta was awarded the National Design Award for Architecture, bestowed by Cooper Hewitt, Smithsonian Design Museum. In 2021 and 2022, Snøhetta’s Forite tiles won the Sustainable Design of the Year by Dezeen and Best Domestic Design by Wallpaper* in 2022, and the wayfinding system for Le Monde Group Headquarters was acknowledged with Monocle Design Awards. In 2023, Snøhetta won a number of awards for the Esbjerg Maritime Center and was named Architects of the Year at the Monocle Design Awards, in 2024 included a number of awards to Beijing Library and the BIA 2024 Award to Snøhetta and in 2025, Snøhetta was recognized with the OPAL Special Award for Sustainability, among others. 

Disclaimer: All materials provided by Snøhetta are intended exclusively for editorial use to communicate the specified project(s). The use of this material for commercial or third-party purposes is strictly prohibited. No material may be edited or altered from its original state in any manner. Credit must be given for all content used, acknowledging Snøhetta and/or the photographer or creator as the source. By using Snøhetta's press material, you agree to these terms and conditions.

 

Contact

Snøhetta Akershusstranda 21, Skur 39 N-0150 Oslo, Norway

press@snohetta.com

snohetta.com