Concrete concertina: Modular displays are solid as a rock

16 : 04 : 2014 Berlin : Brutalist Feminine : Thoughtful Flow

Berlin – The concrete aesthetic of Brutalism has enjoyed a resurgence in retail interiors of late, but Mexican design studio Zeller & Moye has taken a novel approach, creating a modular system of displays out of seemingly immovable concrete forms.

ODEEH by Zeller and Moye ODEEH by Zeller and Moye
ODEEH by Zeller and Moye ODEEH by Zeller and Moye
ODEEH by Zeller and Moye ODEEH by Zeller and Moye
ODEEH by Zeller and Moye ODEEH by Zeller and Moye

The studio designed the new retail space for Austrian-German fashion brand ODEEH in the Bikini Berlin shopping centre. The display stands are made out of cement board and have accordion-like folds, so while concrete remains the aesthetic, the issue of weight has been solved. The cement board tables and stands can be moved around the shop easily, creating a flexible display system that can change with each season. 

Designers of retail interiors are increasingly looking towards flexible forms and considering new creative ways to guide shoppers through the spaces. For more on this playful take on retail layout, read our Thoughtful Flow design direction.

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