A hip-hop hub for sneaker lovers
By N Jayalakshmi | September 20, 2024
REWIZ Design Studio LLP designed this kiosk store located at Orion Gateway mall in Bengaluru for sneaker brand SOLETHREADS, that celebrates street culture.
Start-up Summersalt Lifestyle Pvt Ltd wanted to create a space that resonated with the sneaker community for its footwear brand SOLETHREADS.
REWIZ Design Studio LLP, part of Catalyst Design, Bengaluru, translated this objective into a spatial narrative that is inspired by grunge and other elements associated with the sneaker culture.
The 360 sq ft kiosk store located at Orion Gateway mall in Bengaluru and launched recently carries the perfect vibe that’s street-inspired and “experimental neon aesthetic” as the design team shares.
“The idea was to understand the language and communication of Gen-Z and Gen-Y and convey it. The design concept thus had to reflect the feel of street culture and resonate with the target audience in the age group of 18-30 years,” says Jagmohan Rawat, Managing Partner, Catalyst Design LLP, while speaking about the project.
This meant using all elements that create the associated attributes- urban, edgy, high-street, raw, bespoke, vibrant, experimental, seamless, hip-hop, evocative and fashion forward.
“It embodies a seamless fusion of two key segments: street sneakers and open footwear. The palette is intentionally darker, with rich textural elements such as concrete, metal, and hardwood reflecting the sneakers segment paired with puffy, bouncy, organic forms representing the open footwear range,” Jagmohan explains.
The idea essentially was to have a space that carries a sense of cohesive balance, where contrasting elements converge into a visually striking and harmonious space. And the end result seems to be speaking for itself.
For the design team, the project also came with its own set of challenges, given that it was the first concept store for the brand, which had to carry all the necessary elements. Besides, it had to be completed in a short span of 45 days’ time. As Jagmohan says, “We had to create something that was different, which stood out and drew the attention of the brand’s target audience. So yes, it was challenging to get all those VM elements together in 45 days’ time, but we managed it.” The brand is now looking at extending the concept to more stores.
