Capturing the Essence of Iceland: 66° North Flagship Store

The 66° North Flagship Store, designed by Gonzalez Haase Architects, embodies the ethos and ideals of Iceland in its holistic concept. The project aims to encapsulate the essence of Iceland while avoiding stereotypes, focusing on the dynamic relationship between the static island and the ever-changing weather.

Conceptual Approach

The design concept revolves around the dichotomy between the static nature of the Icelandic landscape and the perpetual evolution of its weather. The island itself remains unchanged, while the weather constantly shifts and transforms. This dynamic interplay influences the perception of Iceland, shaping its identity.

Exploring Nuances

Gonzalez Haase Architects delves into the nuances of Icelandic weather, particularly the varying shades of grey that represent the movement and changing nature of the elements. The design embraces the bi-chromatic spectrum from black to white, symbolizing the fluctuating weather patterns. These non-static elements serve as inspiration for the store’s design principles and the incorporation of new colors as an evolutionary aspect.

Material Selection

Natural and sustainable materials are integral to creating the desired aesthetic and tactile experience. Locally sourced pigmented clay from Cornwall, UK, forms the grey curved walls, adding texture and warmth to the space. Rammed earth islands, composed of different-sized aggregates and lava rocks, evoke the rugged landscape of Iceland, sculpted by an artist from Berlin.

Spatial Dynamics

The monumental curved walls define the spatial layout, creating varied perspectives and atmospheres throughout the store. These walls frame views, guide movement, and enhance the sensory experience. Screens and mirrors inserted between the walls serve as connectors and dividers, contributing to the fluidity of the space.

Illumination and Ambiance

A bespoke ceiling mesh, reminiscent of the misty Icelandic sky, diffuses light and creates a luminous ambiance. Concealed technical equipment ensures a seamless integration of functionality and aesthetics. The interplay of light and shadow further accentuates the immersive quality of the space, inviting customers on a journey of discovery.

Conclusion

The 66° North Flagship Store represents a harmonious fusion of architectural innovation and contextual sensitivity. By capturing the essence of Iceland’s landscape and weather, the design creates a captivating environment that resonates with visitors, offering a sensory exploration of Icelandic identity and culture.