Location: Malmö, Sweden

 
 

JAMES WHITTA PORTFOLIO 2019.

 

Te Reo Mãori is the second official language of New Zealand. My home.

 

TENA KOE

(Hello in Te Reo Mãori).

 

LANDSKRONA IKEA SOFA FAMILY.

Launched 2018

Key growth driver for the livingroom furniture business.

 
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LANDSKRONA SOFA FAMILY

Launched in August 2018.

We introduced a fabric offer to the range in two colours and revitalised the leather offer with the cognac brown in the lead.

 
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TIO LOUNGE CHAIR

Launched 2006

Winner, Sustainable Furniture Design: DINZ ‘BEST’ AWARDS 2006

 
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TIO LOUNGE CHAIR

Launched 2006

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ALEXANDRA OWEN STORE no. 2

Opened 2010

A larger flagship store for the growing fashion brand.

 
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ALEXANDRA OWEN STORE no. 2

 

THE BRAND

Alexandra Owen was established in 2005. The label was born out of a desire to create garments that are sculptural, technically innovative and timeless. The brand had an extensive wholesale network as well as retail.

The label was positioned at the luxury end of the market commanding a high price-point and excellent quality of product. We felt it was crucial that the space reinforce the message of understated luxury.

THE BRIEF

Alexandra's second store was twice the size of the first to accommodate at larger collection and accessories and more changing rooms. The customers comfort was the primary concern.

THE SOLUTION

We embraced the challenge of the large space placing a large central counter which can be accessed from for sides, inviting the customers to use the space at their leisure. By not prescribing a singular way of using the space our intention was to give ownership of the space to the customer.

 

 

ALEXANDRA OWEN STORE no. 1

Opened 2008

The original flagship store for the New Zealand fashion brand.

 
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OLD WORLD LUXURY MADE NEW.

Alexandra’s work is steeped in traditional technique and an attention to detail usually reserved for the old world couture houses of europe. My intention was to reflect this in the space...

BACKGROUND

Alexandra Owen was established in 2005. The label was born out of a desire to create garments that are sculptural, technically innovative and timeless. The brand had an extensive wholesale network as well as retail.

The label was positioned at the luxury end of the market commanding a high price-point and excellent quality of product. We felt it was crucial that the space reinforce the message of understated luxury.

THE BRIEF

This was to be Alexandra's first retail store and as such a statement of intent for the brand. So far the label had hung along side Comme des Garsons and Ann Demeulmeister so it was imperative that the new space communicate quality in a way that justified the high price-point. 

It was important that customers feel at ease in the relatively small space, made smaller by the clients insistence on large changing rooms that did not open directly into the main space.

THE SOLUTION

Alexandra's work is steeped in traditional technique and an attention to detail usually reserved for the old world couture houses of europe. My intention was to reflect this in the space using traditional joinery techniques coupled with bespoke furniture pieces. We drew on vintage and found objects to create texture in a monochromatic space. This created warmth in an otherwise minimal space, allowing the clothes to become the focus.

 

PEAKED YOUR INTEREST?

You can view more of my work here: