It’s no news that when it comes to fashion boutiques, display windows frequently, if not always, play a pivotal role in the concept and also, the success of a store. With this in mind, Swiss architect Reto Pedrocchi, along with his Basel-based practice Pedrocchi Architekten, has realised this new angular extension of the Föger Woman Pure boutique located in the Austrian town of Telfs in Tyrol.
The interior, which has been developed in materials such as exposed concrete, glass, chromium steel and a natural stone, is characterised by clean, minimalist lines and the faceted, floor-to-ceiling windows which transform the entire space into a visible from outside ‘permanent display’ and allow a clear view of the merchandise stocked at the boutique.
From the architects:
‘The formal requirement for the extension building was to continue the two-dimensional gabled roofing of the Tyrol houses in the neighbourhood. The roof of the extension, however, has almost nothing to do with conventional gables. It’s rather a geometric system of entangled triangles that span an area of 140 square meters, which features an arch without any supports.
‘The internal room is dominated by two massive concrete beams which span the room diagonally and form an x-shaped cross at half the ceiling‘s height. Although these beams are required for structural reasons, they are both used functionally and formally.’
‘Oversized stainless steel hooks are applied to these beams. They will be used for hanging up and display exclusive fashion garments. Customers can stroll through the fashion boutique and feel like being on a stage.’
‘Pure materials dominate both the interior and exterior of the new building. The roof is clad in black perforated plate; the internal space is constructed from exposed concrete, glass, chromium steel and a light-colored natural stone floor. Slightly curved walls covered with shimmering glass mosaics separate the changing rooms from each other. Every single cubicle is flooded by natural light from an overhead skylight.’