African project
Hip Hop Clothing Store
HIPPO
Haldane Martin Iconic Design has created a sophisticated and feminine
high-concept retail store for South African fashion label Hip Hop at
the Willowbridge Mall, Tyger Valley, Cape Town. The unique interior
design for Hip Hop is emblematic of the award-winning design studio’s
innovation in the commercial and retail design sector, once again
crafting a powerful concept into a singular space that sets the brand far
above its competitors.
H
aldane Martin has based the interior design around the brand’s
signature soft pink identity and rose logo. The iconic design
emphasises the brand identity, resulting in an incredibly distinctive
space. The interior is accentuated by a one-of-a-kind soft pink
fabric installation that frames the space and a centrepoint feature
artwork that adorns the ceiling above – a large-scale illustration of
a rose.
The concept from the store came from the Hip Hop logo itself. The
logo features a bouquet of roses alongside the words “Hip Hop”
in lowercase Helvetica typeface, juxtaposing feminine symbolism with a modern
aesthetic. The logo pink was the basis for the colour palette, softened with a dusty
tint to give it a sophisticated feel. This translates into an interior with classical
details that come to life in a contemporary way.
The central footprint of the store is a circular design that also reflects the logo,
reinforcing its round shape. Clothing rails wrap around the room, encouraging
customers to circulate the space. Clothing is arranged on the rails in a balance
of both sideways and forward facing to encourage browsing while allowing for
feature items to be on display.
The feminine fabric installation hanging from the ceiling is one of the key bespoke
features of the interior. This takes the shape of a classical cornice, blown up 20
times and laser cut out of sheer fabric, which hangs loosely. The fabric is backlit,
creating a glow and a delicate play between light and shadow.
Photography: Micky Hoyle
africandesignmagazine.com
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