GANT OPENS NEW FLAGSHIPSTORE IN STOCKHOLM, IN PARTNERSHIP WITH SNARKITECTURE, THE NEW YORK-BASED DESIGN PRACTICE
In partnership with Snarkitecture, the New York-based design practice known for creating memorable spaces and immersive experiences, the 580 square meter space sits directly in the heart of the city’s shopping district in Östermalm. The store is a marrying of old and new, acting as a home away from home for the brand, celebrating its strong legacy.
Split over three floors, the space is programmed through distinct zones with nods to GANT’s heritage. These areas include open plan living room and lounge spaces, designed to evoke feelings of home and comfort with dimmed lighting and soft carpets alongside collegiate-inspired settings, such as the locker room and library, clad in deep, rich wood.
The new flagship concept also houses one of two new GANT Studios, the other located at 240 Mulberry Street, New York. The GANT Studio Stockholm is a multifunctional space that will serve as a creative hub, housing curated exhibitions, panel discussions and inspiring brand activations that bring talent and community together.
“We have redesigned the Stockholm flagship as a house for the future of GANT, retaining the comfort and familiarity of a carefully considered and well-loved home” said Alex Mustonen, Snarkitecture co-founder and partner.
“We’ve opened the space to reconnect the interior with the sidewalk and city beyond. It’s an environment of connection: old meets new, New York meets Stockholm, archive meets innovation, people meet people”, Alex continued.
Speaking on the partnership, GANT Creative Director, Christopher Bastin, said, “I’ve been a fan of Snarkitecture’s work since day one so it’s been a privilege to work with Alex Mustonen and the team. The clash between their clean aesthetics and GANT’s more heritage driven, Ivy League inspiration has brought something completely new to the table.”
The space evokes GANT’s heritage with historic details and warm tones, while being modernized through the use of Scandinavian elements and interesting shapes, synonymous with Snarkitecture’s design. The combination of brass, dark wood and traditional herringbone speaks to the brand’s Ivy League heritage, contrasted with modern terrazzo stone tiles and plaster. To maximize natural light within the space, the historical arched windows have been preserved, as well as a new, double height mezzanine that has been created.
Eleonore Säll, GANT’s EVP of Global Brand added: “The flagship represents the culmination and celebration of GANT’s brand rejuvenation journey we have been on over the last 3 years with repositioning the brand. Our rich heritage is a huge asset to us, but we know it’s crucial that we continue to reinvent ourselves to stay relevant and attract new customers – the new flagship offers the perfect opportunity to do so”.