Gina Tricot is a familiar face in the Swedish fashion landscape – its affordable on-trend collections of basic garments are a go-to label for girls and young women across the country. Recent years have seen the established fashion label begin to shed its skin and emerge as a forward-thinking, progressive retailer. Taking new directions in its advertising campaigns, brokering collaborations with the likes of Icona Pop and earlier this year embarking on a journey to revitalise the aesthetics of its boutiques.

Beginning with its flagship store on the hip Stockholm island of Södermalm, Gina Tricot approached Note and Open Studio for a fresh look that elevates the garments on display, while empowering the shoppers in the process.

The boutique is situated on one of the city’s busiest shopping streets, with a challenging period space with original features that needed to be preserved. The design of the interior became the seed for Gina Tricot’s other stores across Sweden—every design decision and attribute needed to be transferable and scalable without losing brand consistency.

During planning, Note and Open Studio encountered an anomaly which would leave an impression on the end design. Gina Tricot’s customer demographic differs in the physical space to that of its online marketplace. And the label’s physical retail spaces play a significant role in the lives of its shoppers—acting as social destinations where genuine human-to-human interactions are the currency.

As a result, the final design reflects the rituals of the shopping experience, becoming a hangout for friends sharing time together. A juice and snack bar emerged in the design to allow for relaxed gatherings while enjoying the collections. The contrasts in shopper demographics also allowed for a broader palette of materials and colours for a vision of future retail that caters for the younger customer now, but also the way they’ll grow and develop as they get older.

Arguably the most relevant iteration in the new retail experience space is the treatment of the changing rooms. Gone are the claustrophobic cubicles and unflattering lighting – in its place is an area that brings a sense of togetherness and camaraderie.

“We’ve used a lot of tints, mirrors and textures in the interior, and wanted to really influence the areas of a fashion store which detract from a positive shopping experience. Namely, the changing room areas,” explains My Degerth of Note.

“The space reflects the sense that life is really about the people you meet. And that shopping is made better and more memorable with friends. We wanted to bring life to Gina Tricot in a way that is natural and unforced,” concludes Degerth.


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[Images courtesy of Note Design Studio.]


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