African Design Magazine April 2016 - Page 49

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 49