Snøhetta has expanded the playful brand and interior concept for the Norwegian fashion brand with a new men’s and sports section
The expansion creates a unique shopping experience centrally located in Oslo by the renovated Valkyrien square. In a time where retail is challenged, the new Moniker brand store concept invites shoppers to discover new styles and ways of expressing themselves through a bold interior and graphic design that takes in-store shopping experiences to new heights. These zones offer playful spaces for visitors to enjoy, making a visit to Moniker about more than a simple transaction, but rather an experience counterpointing fast fashion and the standardization and predictability of traditional department stores.
The sport zone sources its cultural references from NASA. Designed as a unified space that should reveal itself as one walks through, Moniker Sport offers a playful and out-of-this-universe experience for exploration and fun. Inspired by the personality traits “sensitive” and “ambitious”, the men’s wear section of Moniker is inspired by French movie star Alain Delon and race car driver and Hollywood hero Paul Newman. Delon’s zone is inspired by the French riviera and features a warm and colorful interior design that challenges the conception of what falls into the categories feminine and masculine.