The project concerns a new concept store for V Ave SR, a Swedish fashion brand. V Ave S R works with traditional typologies of clothes but deconstructs them and create new hybrid garments. The assignment was to design an entirely new concept store that meets the commercial aspects of a retail space as well as to design the spatial encounter with the brand.The stairs has become the main spatial carriers of the retail concept V Ave S R, strong in siloutte gives a rapid identification. In addition to the stairs a shelving system was designed to meet the flexible needs of the store. The exposure has to adapt to the changing needs of a retail shop. The shelves consist of a rigorous framework of steel rods, which together create a matrix of small cubic space in the structure, all with dimensions of 360x360x360 mm, perfect for haning clothes. By using the cubic dimensions of the structure, the clothes that hung in its bottom exposed in two directions, either along a wall, or by turning 90 degrees to allowfor a frontal exposure from a wall.To the shelf, hundreds of thin black steel plates were designed in order to make the shelf to become rearrangeable by changing the position of the plates. Both the visual aesthetics and the functionality of the shelves are radically changed by shifting the position of the plates. Not only the furniture has been custom made, but also the cash register, the doll exposure, fitting rooms, doors and the mirrors are special designed to enhance the overall shopping experience.