Space travel and the French Riviera are among the eclectic references that informed Snøhetta’s design for the Moniker fashion boutique in Oslo.

Called Moniker Fashion Universe, the 1,500-metre-square concept store is located in the heart of Oslo‘s shopping district, near the newly renovated Valkyrien Square.

When the store opened last spring, its two Snøhetta-designed floors housed only womenswear. Now, sports- and menswear departments have been added on a new floor, which complements the existing interior.

Steel rails and display table in Moniker Sport section

“One of the most important inputs we got from our client is that the experience of the fashion store should be like a treasure hunt, where the customers discover new worlds of fashion around every corner,” said Snøhetta interior designer Carl Andreas Aspelund.

“This input combined with the concept of the chameleon has strongly influenced the layout of the fashion store. Chameleons can change colours and expression but their body is always the same and recognisable, this is also true for the brand experience of Moniker,” he told.

Beige and white striped interior of Oslo store designed by Snøhetta

In the fashion store, these ideas are manifested through the use of fixed partition walls, which help to break up the space and create a maze of rooms, each set within a different “visual universe”.

Just like the womenswear department, which is split into five zones that are built around five different personality traits, Moniker Man is split into two distinct zones built around the character traits of “sensitive” and “ambitious”.

Striped lilac zone of the Moniker Men's section

These personality traits are represented by two famous muses – sensitive by French movie star Alain Delon and ambitious by race car driver and Hollywood actor Paul Newman.

Featuring striped fabrics, plenty of foliage and a lilac and yellow colour palette, Delon’s zone takes its design cues from the French Riviera. According to the studio, the playful design of this zone is designed to “challenge our conception of what falls into the categories of feminine and masculine”.

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Burl wood joinery in an Oslo store interior designed by Snøhetta

In the ambitious zone, which pays homage to Paul Newman, the design team created a “classic” ambience through a luxurious material palette, with burl wood used to craft built-in cabinets and other joinery, in the new fashion store.

This is contrasted with industrial materials that nod to the racing industry, such as the perforated and gridded stainless steel sheets that form partition walls and display cabinets.

Steel and glass walls in Oslo retail interior by Snøhetta

The Moniker Sports department, which sells pared-back activewear for both men and women, was informed by space travel and the astronaut couple Anne Lee Fisher and William Frederick Fisher.

During the design process of the fashion store, which was a collaboration with Norwegian-Danish duo Pettersen & Hein, the team also looked at NASA imagery and technical space gear for inspiration.


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And you? What do you think about this combo between fashion and design? Leave a comment below!

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