jewellery brand ‘all blues’, in collaboration with young architect jack dalla santa, has introduced its first retail store in stockholm, sweden. located within a 19th century building, the newly designed interior combines glass, mirror and steel to generate a bold, yet minimal experience for the customers.

all blues jewellery opens first brand store within 19th century building in stockholm
all images by mikael olsson

the building offered unique opportunities to the creative process; 4,7 metres in ceiling height, enormous windows and original walls in usable condition, unveiled after ripping off layers of added colour. the centrepiece; a 1,3 ton ‘house’ made entirely out of glass, stands out as a contemporary and upscaled way of storing jewellery. the creative team at ‘all blues’ along with jack dalla santa have worked closely to incorporate play of proportion and scale into the design process. ‘we’ve spoken a lot about choreography and movement while planning the store; how we could create an experience beyond shopping and have visitors interact with the space’ creative director fredrik nathorst shares. 

all blues jewellery opens first brand store within 19th century building in stockholm

a contrasting trio of materials – glass, mirror and steel – meet on a foundation of a white terrazzo floor. opposite the glass cabinet, stands a vertical mirror installation, constructed to function as a dressing room, while metal rails with reference to public spaces, double work as a surface to display jewellery on specially designed rubber trays. keeping the walls untouched within the space adds tribute to the heritage of the building while also confronting the commercial norm of connecting value to newness.

all blues jewellery opens first brand store within 19th century building in stockholm

  all blues jewellery opens first brand store within 19th century building in stockholm

all blues jewellery opens first brand store within 19th century building in stockholm

all blues jewellery opens first brand store within 19th century building in stockholm

all blues jewellery opens first brand store within 19th century building in stockholm   

project info:

name: all blues first store
company: all blues 
architect: jack dalla santa
location: stockholm, sweden

myrto katsikopoulou I designboom

nov 29, 2020