Odeeh Clothing Store, Berlin.

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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.

The first concept store for german fashion brand ODEEH signs by design studio Zeller&Moye

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

A landscape of movable elements, a sort of zigzag elements, can be arranged throughout the interior, in ever-changing configurations allowing for maximum flexibility in the creation of unexpected spacial formations and curated concepts.

concept store for german fashion brand ODEEH

As well as the concertina-shaped stands and seating areas, the space features clothing racks with angular bases and folded partitions and mirrors. 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.

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.

The first concept store for german fashion brand ODEEH signs by design studio Zeller&Moye

Project ODEEH concept store
Location  Berlin, Germany
Area 250 sqm
Architects Zeller&Moye
Partners: Christoph Zeller, Ingrid Moye
Project team: Omar Muñoz
Photos courtesy Harry Weber
by AN shopfitting magazine ©

ZELLER&MOYE is a design studio based in Mexico City and Berlin formed by Christoph Zeller and Ingrid Moye.

The studio works at the intersection of architecture, art, design and innovative technology through an experimental, multidisciplinary and collaborative working culture. Having worked for SANAA and Herzog&deMeuron, Christoph and Ingrid´s professional experience ranges from the development of concepts and strategies to the design and realisation of projects at all scales. Zeller&Moye is currently realising art and cultural projects in Mexico, Germany, United Kingdom and Kurdistan. Christoph and Ingrid teach at the Architectural Association Visiting Schools in Berlin and Mexico