Frederico Fazenda adds bespoke desk and geometric patterns inside London jewellers

A black line creates geometric shapes on the walls of this London jewellery shop, which Copenhagen-based designer Frederico Fazenda has filled with custom-made furniture and tropical plants (+ slideshow).

Having worked with the Ruberg brand since it began in 2004, Fazenda was brought on board to create the interior for its studio-cum-retail space on Camden Passage in Islington.

A single black line zigzags across the store’s white-painted walls, creating angles and shapes that appear to distort, depending on the viewer’s perspective.

Fazenda cites American artist Fred Sandback and Italian architect Gio Ponti as inspirations for the design.

“This minimal and careful play of optical effects is deliberately merging references like Fred Sandback’s sculpture with Gio Ponti’s interiors, to connect the store and studio spaces together,” said the team.

“Visitors can witness changing geometric forms across the shop’s walls, while the line remains static,” they added. “This optical effect is in dialogue with Kamilla Ruberg’s Anamorphic jewellery collection, which changes the way it looks according to the angle it is looked at.”

Keen to reflect the brand’s Scandinavian roots, Fazenda and Ruberg decided to install Danish wooden floorboards, along with bespoke furniture pieces.

These include a mid-century-inspired desk and a black-stained wooden chair, made by Fazenda and London designer David Gates.

Other pieces throughout the store include wall-mounted display cabinets and locally sourced marble plates, both used to present Ruberg’s jewellery. Flowers and tropical plants are also dotted around the space.

“This space has been considered in dialogue with the jewellery we produce and present,” said the team. “Fine gold pieces connect with the weekly picked and our handpicked gems and stones connect with the minimal geometry of our space, unique furniture and locally sourced materials, from our Portuguese marble and ceramics to the solid Danish wooden floors.”

Other unusual jewellery shop interiors include a Kuwait boutique fitted out with lacquered wood, ceramics and long curtains by Jaime Hayón, and a forest-inspired shop and workspace in Athens by Kois Associated Architects.

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