Zigzags dominate in Zeller & Moye's
Berlin boutique for ODEEH

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This Berlin clothing store by Mexican design studio Zeller & Moye is filled with concertina-shaped display stands made from raw cement boards (+ slideshow).

ODEEH Concept Store by Zeller and Moye

Zeller & Moye designed the concept store for German-Austrian fashion brand ODEEH in the Bikini Berlin shopping centre in the west of the city.

ODEEH Concept Store by Zeller and Moye

A zigzag pattern is present throughout the interior. As well as the concertina-shaped stands and seating areas, the space features clothing racks with angular bases and folded partitions and mirrors.

ODEEH Concept Store by Zeller and Moye

These elements were designed to be arranged in different configurations, creating new ways to display garments for seasonal collections or during fashion weeks.

ODEEH Concept Store by Zeller and Moye

"The client asked us for a totally flexible system, so that manifold configurations can be set up from the very same elements," studio co-founder Christoph Zeller told Dezeen. "The series of movable elements offers them maximal flexibility."

ODEEH Concept Store by Zeller and Moye

Zeller said the cement boards offered a cost-efficient and sustainable approach, so the store wouldn't have to be refitted every time their clients wanted a new look.

ODEEH Concept Store by Zeller and Moye

"The contrast with the clothing was rather a side effect but works extremely well, as ODEEH uses very fragile and sensuous fabrics," he added.

ODEEH Concept Store by Zeller and Moye

The industrial-style space also features cross-shaped fluorescent lighting, which hangs below the pipes and services left exposed overhead.

ODEEH Concept Store by Zeller and Moye

Photography is by Harry Weber.

Here's a project description from Zeller & Moye:


ODEEH Concept Store

The first concept store for german fashion brand ODEEH inhabits the terrace floor of Bikini Berlin, a modernist icon of 1950's West-Berlin, offering vistas onto the Memorial church at Breitscheidplatz and the Berlin Zoo.

ODEEH Concept Store by Zeller and Moye

A landscape of movable elements can be arranged in ever-changing configurations allowing for maximum flexibility in the creation of unexpected spacial formations and curated concepts. The modular system of paravents and podests made of raw cement board is complemented by a series of delicate metal objects such as cloth racks, hooks and trays, specially designed for the store.

ODEEH Concept Store by Zeller and Moye

The mirrored insides to the paravents create kaleidoscope-like interiors showing individual products at all facets and allowing customers to eyeball the clothes from multiple angles. The reappearing zigzag lines and the cross patterns of the lights refer loosely to stitching methods in tailoring.

Floor plan of ODEEH Concept Store by Zeller and Moye
Floor plan - click for larger image

Project type: Fashion store
Project name: ODEEH
Location: Bikini Berlin, Budapester Straße 38-50, D-10787 Berlin
Program: Retail store
Status: Completed
Size (m2 and ft2): 250m2 / 2690ft2
Architects: Zeller & Moye
Partners: Christoph Zeller, Ingrid Moye
Project team: Omar Muñoz
Local architect: Rundzwei, Andreas Reeg
Project team: Christine Huber

Diagram showing different arrangements of partitions of ODEEH Concept Store by Zeller and Moye
Diagram showing different arrangements of partitions - click for larger image