Women’s Wear Daily
04.18.2014
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fashion-scoops

Monki Previews New Retail Concept in Berlin

WWD got a preview of the newest version of the brand's “Sea of Scallops” concept at its first flagship store in Berlin.

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CAROUSEL OF CONFUSION: Two days before the public can dive in, WWD got a preview of the newest version of Monki’s “Sea of Scallops” retail concept at its first flagship store in Berlin. Complete with tangled shipwreck rigging and sea monsters, the 3,300 square-foot shop was designed by the Swedish brand’s architect Sarah Otley and her creative team.


The quirky interior features a scalloped carousel on the main floor with items hanging where the horses might be, plus another carousel on the lower level. The interior is meant to take the customer round and around, with lots of mirrors to add to the confusion. It’s all reminiscent of a tale of Mermaidia but set in the future.


“This is the third evolution of our retail concept ‘Sea of Scallops’ with mirrored ceilings to mimic the surface of the water,” said Eleonore Nygårds, Monki brand manager. Owned by the H&M group, the brand currently has over 60 shops in Europe including stores in Leipzig, Hamburg and Essen, Germany.


“Scandi-inspired meets edgy street style is what Monki is about and we choose this location because our customer is here,” said fashion director Annika Urbansdotter of the new store in the Hackescher Markt section of Berlin Mitte.


“We are experimenting with a surreal ceiling of bubble lamps and a cluster of lily lamps floating above as you walk downstairs. It’s just the kind of illusion we like to create in the Monki world,” Urbansdotter went on.

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