Satorialistic goes Contemporary Scandi as Swedish designers Mats Broberg and Johan Ridderstråle interpret the now and future of a classic menswear store in Stockholm
Since the launch in 2011 of the Tati series for Asplund Collection, Mats Broberg and Johan Ridderstråle have worked with a wide range of producers, from mentioned Asplund to Klong, Muuto, Röshults and Swedese. Tati has been a tremendeous success, and the Tati Coat Rack has become sort of a trademark for the duo. Hence they were happy to use it for the interior of classic menswearstore Gabucci in Stockholm.
Owner Bob Tavakoli wanted his shop to feel elegant and modern. But above all, friendly. One day when he visited the Asplund shop (which is located not far from Gabucci in the Östermalm area in Stockholm) he noticed an interesting new piece of furniture. He asked if it was possible to borrow it for a display at Gabucci? As it happens it was the prototype of the Tati Coat Rack. With Tati in his shop, Bob Tavakoli grow increasingly fond of its playful minimalism and an idea started to form: Why not let the designers behind Tati create a whole new interior for Gabucci? When Bob Tavakoli commissioned the job to Mats Broberg and Johan Ridderstråle he gave them carte blanche to interpret his business and make it part of a contemporary Scandinavian style.
– It has been a great experience to work with Gabucci as Bob Tavakoli has been taking an active part in the process. He’s has been interested in how we sharpened the different parts of the project. From solving architectual issues to the creating of a complete design program, says Mats Broberg.
– We started by chosing a few basic colours and a material palette for the interior. We asked ourselves how to make the shop contemporary without loosing the classic values that comes with the high quality clothes, says Johan Ridderstråle.
One way was to divide the shop in two levels, and work with a few but distinctive differences in approach.
On street level the shop is buzzing with activity, customers pop by and browse the news or aim for seasonal gloves and shoes. This is also where you try on a sweater or coat and put together bits and pieces to create a personal look. In the comfy sofa from B&B Italia you can enjoy an espresso while deciding on more complex wear.
– We have worked with a younger feel in the street level of the shop. It´s more open and cool, and can take the flow of people coming and going, says Johan Ridderstråle.
– But it needed a counterpoint where the classic gentleman can make his choises. Therefore the basement of the shop is formulted as a quiet and very secure place. There you can strip down to your underwear and try on different items in peace and quiet, says Mats Broberg.
The skilled architectual work is worth noticing, with several rather surprising details among which the pink concrete floor stands out! Interesting meetings of materials, like massive elm wood with white carrara marble and brass is perfectly beautiful. The same can be said of the colour scheme where muted mule, greens and blues blends nicely with thick fabrics of a golden yellow.
– Its been a really nice project, and fun too. Especially when we could bring in some classic design like the Mezzadro stool by Archille and P G Castiglioni. When we started this project we checked out some ”old goodies” from Italy in the 1960s, like the work by the Castiglioni brothers. Says Broberg & Ridderstråle, seemingly proud about how well their own design function in the company of designer giants like Castiglioni or Lissoni.
Gabucci store is the first public interior by Broberg & Ridderstråle. Don´t miss it out when in Stockholm!
In the beginning of 2014 Broberg & Ridderstråle will be completing Gabucci Donna, to be located just around the corner from the menswear store.
Photographs by Mikael Axelsson