Munich, the fashion and sports footwear firm, is opening its second out of Spain boutique. Placed in the New Costanera Shopping Center in Santiago de Chile, it’s for the brand a new challenge with the re-design of an exact replica of the Valencia Arena Store.The main criterion for this project was to build up a light and open space to exhibit Munich’s shoes. The space wants the visitors to be immersed in a sort of “arena” –understood as a stadium–, a space flooded with light and framed by a hanging metal structure. Visitors enter the store from the street: from the outside chaos to a sensibly organized space. In this boutique, there is no differentiation between display window and display furniture, as it is all combined in one only piece that spreads throughout the walls of the space.The arena is shaped by the metal structure, a second skin that surrounds the existing container without touching it, as if it was flying or hanging from nowhere, and also acts as the shoes support. The shoes are disposed inside the voids between the white organic tubes with no noticeable supports, as if they were also flying with the rest of the structure. The whiteness of the whole design makes the shoes appear as highlighted elements monopolizing all the emphasis of the boutique. The shoes are then the main element on this scenario, in which visitors are the leading actors.The structure’s fractal design is based on infinitely repeated Xs, the brand’s symbol, down to the last detail: the supports, the backstitching on the skin on the bench and the counter, and the system of catches – always performing different functions.
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