Snøhetta designs Holzweiler’s Pop-Up Store Concept for Paris Fashion Week
In connection with Paris Fashion Week, Snøhetta has designed a pop-up store concept for the Norwegian brand, Holzweiler. The concept comprises a bespoke undulating furniture installation of oak elegantly exhibiting selected Holzweiler garments.
Through a collaborative workshop with Holzweiler, Snøhetta has developed a pop-up store concept that matches the brand’s values and stories. Starting off with a luxury scarf collection back in 2012, this family driven brand has now expanded its creativity to the next level and launched its own clothing line. The line pays high attention to exquisite qualities and materials, creating playful basics and blending progressive ideas with classic ideals.
The collaboration has resulted in a bespoke and elegantly undulating furniture installation, delicately exhibiting exclusive Holzweiler garments. The installation comprises a series of three undulating elements, a meeting table and two mirrors. Metal inserts in the table and shelves create visual breaks while adding touches of color in a natural context. The elements are produced locally by Parisian carpenters and are made of oak veneer with metal details, inspiring a sense of quality and longevity. Each piece can be assembled and disassembled on site to be reused in various locations.
The furniture is a reminder of the curves and fluidity of the human body on which the scarves are worn. With its rational curves, the furniture displays the scarves and highlights the pattern and form as if the garments were displayed on an individual. The furniture also echoes the Holzweiler history, as the brand’s first scarves were produced and sold by the meter, enabling customers to personalize them.
The pop-up store can be experienced at 7 Rue Saint Claude 75003 Paris until March 7, during Paris Fashion Week 2018.
If you want to experience the showroom, please contact susanne@holzweiler.no.
About Holzweiler
In 2012 siblings Andreas and Susanne Holzweiler launched the brand Holzweiler with their first luxury scarf collection. Wanting to capture the spirit of the moment, Holzweiler decided to collaborate with different artists to create specially designed scarves where each had a special design and story behind them. The scarves became an instant success in the Norwegian fashion market.
In July 2014, Holzweiler expanded their creativity to the next level and launched their own clothing line. The line pays high attention to exquisite qualities and materials, creating playful basics and blending progressive ideas with classic ideals. The brand has a focus on the use of natural materials and fabrics such as cashmere, silk and wool blends and is currently working with over 200 retailers in Scandinavia, UK, Japan, US, Benelux and Germany.
