Fade to grey: Fashion stores never felt so good

18 : 12 : 2013 Brutalist Feminine : Viktor & Rolf : Paris

Paris – Dutch fashion house Viktor & Rolf has opened its first flagship store in Paris, with an interior covered entirely in grey felt.

The interior of the store, designed by Architecture & Associés, features neo-classical design details such as arched niches and a colonnade of arches over the staircase – all covered with grey felt.

Not only does the use of grey felt echo the set designs of the brand’s catwalk shows, it also muffles sound, making the space feel more quiet and intimate.

The Viktor & Rolf store has an aesthetic similar to other retailers featured in our Brutalist Feminine design direction. Read now to find out how your brand can achieve a similar look.

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