Viktor & Rolf
I’m a sucker for packaging. The allure of a shiny rapper and eye-catching graphics gets me hook, line and sinker every time. Like a magpie, a little bit of nothing can become a big bit of debt just because it had a pretty bow on it. To be honest, the packaging is meaningless if the shopping experience aint up to par. They go hand in hand you see. I like good service, I like pretty packaging, I like the shop to be clean and the décor to be in keeping. Not too much to ask.
Viktor & Rolf, in keeping with their reputation for eccentric conceptual design, bring out my inner magpie. Throwing out all consider ideas about a shops layout, the Dutch design duo introduced the shopper to a topsy-turvy upside-down world.
Famed for turning the considered and the expected on its head with an avant-garde flair, the Dutch designers opened their first store in Milan in 2005 using the same mantra. Furnishing the space in a surreal fashion – everything was quite literally turned on its head.
Designed by architect Siebe Tettero.
The oak parquet and the welcome mat line the ceiling and the neo-classical columns and archways line the floor, along with the chandeliers. The only thing in its correct situ was the clothes. As always, they were breath taking. But, when immersed in a design world where aesthetic and experience is key, the shopping experience becomes as fascinating as the clothes.
Sadly the shop closed in 2009, but hopefully, Viktor & Rolf can redefine the shopping experience again with future stores.
By Lucy Morris