Fashion Forward for Gina Tricot

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Gina Tricot, which has been a mid-market fixture of the Stockholm fashion scene for years, is seeking to shake things up a little and redefine itself as one of fashion’s avant-garde players. And one of the first signs of this taking place is to be found in the modish Södermalm district where it has remodeled its flagship store.

A range of new materials have been put into the multi-floor space with reflective panels, screens and mirrors all being deployed to create an interior that looks and feels bigger than it actually is. This hardness of this materials palette is softened by the use of dusty pink as a colour and curtains that give a draped effect to parts of the perimeter and to the fitting rooms, where they are used to create the individual cubicles. The glass box that surrounds a trio of mannequins also makes this an unusual proposition.

On the top floor there is a café, serving smoothies of course, decked out once again in pink.

This is an experiment for the retailer, but if it works elements will be taken across the 180-strong chain.