Surprise package: Clothes brand starts new thread

24 : 03 : 2014 Fruit Of The Loom : Pop Up : Universal Design Studio

London, Berlin – Fruit of the Loom, the clothing manufacturer best known for its underwear and casualwear, has launched a premium line Seek No Further with two pop-up shops in London and Berlin.

Seek No Further, London Seek No Further, London
Seek No Further, London Seek No Further, London
Seek No Further, Berlin Seek No Further, Berlin
Seek No Further, Berlin Seek No Further, Berlin
Seek No Further, Berlin Seek No Further, Berlin

The interiors, designed by Universal Design Studio – the architecture and exhibition company founded by Edward Barber and Jay Osgerby –  are meant to be about subtle surprises. The London store features concrete walls and a visual merchandising display that uses unconventional materials and methods. Universal Design Studio experimented with flock coating, silicone and glass wax to create rails and stands that were different, often surprising, textures.

‘Challenged to put together an unconventional material palette, we approached a small local mould-making workshop and went through a series of experiments with various materials and techniques,’ says Jason Holley, director of Universal Design Studio. ‘The results of these experiments are what you see in the stores. The bright, almost primary colours bring an element of fun to the space, and the objects form a flexible ‘landscape’ that really transforms the environment.’ This was manifest in the window display, a large white mobile installation by set designer Gary Card.

Although foam wasn’t featured in the pop-up shop, the aesthetic is reminiscent of our Ephemeral Foam design direction in which designers use unconventional materials to create objects with new surprising textures.

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