Stone Island store by OMA

There’s no denying that in recent years, Vienna has considerably amped up its allure as a shopping destination, and the recent opening of Stone Island‘s newest store bears witness to this ongoing trend. The Milan-based high-end outdoor brand has secured a 150 sqm. (1,615 sq.ft.) unit on the ground floor of a listed mid-19th century by architect Leopold Mayr (1808-1866) and features an interior design by architect Samir Bantal of acclaimed Dutch practice OMA. The chosen aesthetic echoes Stone Island’s core values in research and experimentation, and as such, sees a palette of innovative materials and processes. Although the design is in harmony with the building’s architecture, the settings see thoughtfully inserted, highly researched materials and iconic elements.

The original vaulted ceiling has been retained, but modernised through the application of a natural acoustic material and light fixtures by designer Tim Hooijmans. In contrast, the floors are covered with large marble tiles from SolidNature. The retail space boasts four consecutive rooms, each designed with a distinct signature. The first room resembles the previously opened Stone Island stores in Munich and Stockholm, and features dark, structured cork, following a process that includes burning, sand-blasting and coating. Furnishings include a sleek anodised aluminium table designed by Johan Viladrich and a perforated stainless steel display wall. The setting of the following room sees an array of signature Stone Island elements, including the Index, the Chamber, and the digital mannequins.

A red resin floor marks the entry into The Lab, a space providing insight into the brand’s iconic research and production processes, and this space also comes with Hooijmans’s light fixtures. Inspired by the community hub in the Bavarian capital, the fourth space features a rammed earth display wall with a cutting-edge smart glass display taking centre stage. Crafted in collaboration with leading light and vision control company Gauzy, nifty technology enables the glass table top to seamlessly transition from transparent, revealing accessories within the display, to opaque, serving as a surface for garments display. The new Stone Island store carries the brand’s full range of merchandise, including seasonal collections and the Ghost, Marina and Stellina ranges. © superfuture

Designed by OMA
Images © Stone Island
Photography: Benoît Florençon