Experience the Art of Footwear: Where Tradition Meets Modernity in Retail Design.
Designing an Evolved Retail Identity: From Madrid to London
El Departamento's vision for Hoff's Covent Garden flagship store marks a significant progression from its original Madrid design. Instead of simply duplicating elements, the London location, spanning 163 square meters, represents an evolution, incorporating new design philosophies while retaining the brand's core essence. This approach ensures a fresh and unique retail experience, tailored for the vibrant London market.
Harmonious Material Selection: Blending Warmth with Industrial Edge
Under the direction of Alberto Eltini and Marina Martín, El Departamento meticulously selected materials that embody both warmth and a contemporary industrial feel. Natural elements like wood and artisanal zellige ceramics were chosen to convey the brand's approachable nature, creating an inviting atmosphere. These traditional materials are then contrasted with modern, industrial components such as stainless steel and metal grating, introducing a refined, cutting-edge aesthetic that elevates the store's overall design.
The Allure of Zellige: Handcrafted Tiles and Strategic Color Accents
A key feature of the store's interior is the extensive use of handmade zellige tiles, particularly in a rich butter-yellow hue. These tiles adorn central display units and shelving, bringing a unique texture and visual warmth to the space. The design strategy also incorporates a neutral base palette of sand and beige tones, using stone and terrazzo, to provide a calm backdrop. This neutral foundation is punctuated by strategic bursts of color, thoughtfully placed to add vibrancy and guide customers through the store, enriching their shopping experience.
Architectural Dialogue: Industrial Ceilings and Gridded Floors
The design extends to the store's structural elements, where El Departamento utilized stainless steel and industrial metal grating for the upper sections and technical ceiling. This choice injects a modern, industrial character that resonates with London's urban landscape. Furthermore, a gridded floor was installed to create a symmetrical dialogue with the ceiling, enhancing the architectural coherence and offering a subtle nod to the city's structured environment.
Playful Sculptural Elements: Art Integrating with Retail
In contrast to the clean, geometric lines of the floors and walls, the store is enlivened by whimsical, sculptural furniture pieces. A notable example is a glass table featuring bulbous blue forms, a collaboration with artist Phoebe Collings-James. This piece, along with other unique installations, serves not just as decor but as functional product displays, blurring the lines between retail and fine art. These artistic interventions break the spatial rigidity, adding an expressive and distinctive layer that complements the store's industrial grid.
Exterior Appeal: Inviting Facades and Urban Integration
The exterior of the Hoff store in Covent Garden is designed to be equally captivating. Facade tiles in a slightly darker mustard yellow hue offer a welcoming visual, helping the store stand out amidst its neighbors. This mustard tone, alongside deep blue accents, was specifically chosen to infuse warmth into London's often cooler, grayer urban context. The zellige tiles on the facade also serve an architectural purpose, projecting outwards to seamlessly connect the interior's inviting ambiance with the vibrant street life outside.
A Neutral Canvas: Showcasing the Product
Ultimately, the overarching design goal for the Hoff flagship store was to create a neutral yet sophisticated backdrop that allows the footwear to be the star. The interior is conceived as a gallery-like space, where textures and colors are perceived almost sculpturally. Through bold volumes and precise architectural gestures, the design intentionally recedes, ensuring that the products take center stage, captivating customers and enhancing their appreciation for the brand's offerings.