Wafer-thin paper: Holzweiler's flagship store by Snøhetta
Location Showroom: Lysaker Brygge 23, 1366 Lysaker (NO)
Location Flagship Store: Oscars gate 19, 0352 Oslo (NO)
Holzweiler is a Norwegian fashion label established in 2012. High-quality materials and a minimalist edge are the hallmarks of its style, in which classic cuts are combined with sporty and youthful details. The collaboration between Holzweiler and Snøhetta began in 2017 with a joint workshop that yielded initial design ideas on furniture for displaying garments.
Showroom and design studio in Lysaker
The Oslo Fjord borders the area of Lysaker, complete with its port and commercial area. This is where Holzweiler has its headquarters, which comes in the form of a multi-functional spatial continuum. The showroom, where guests are able to view the latest collections, is the centrepiece of the facility and is divided by beige curtains into smaller areas; beyond that, a few pieces of furniture are all that is required for presenting the new designs. Along with simple clothes rails, seating areas and mirrors, the curved wooden furniture on which scarves are draped are the main items that catch the eye.
Flagship store in Oslo
While the Holzweiler store in Oslo's retail mile is small and inconspicuous at first glance, its curved wall in wafer-thin paper arouses interest out on the street. Shaped to guide visitors into a passage with dimmed lighting, it opens out into the well-lit store where friendly sales personnel and colourful garments await. The white and beige of the setting focuses interest on the fashion items.
Digital retail channel
Snøhetta’s makeover of Holzweiler's internet showing follows the same design principles as applied at the showroom and flagship store. White and beige predominate once again, with all superfluous details pared away to place the garments in the focus. A grid of fine, grey lines divides up the website, organising information, photos and videos accordingly.