If you happened to have walked by Danish fashion brand Wood Wood’s exhibition stand at Copenhagen AW17 Fashion Week’s trade fair, you would have been excused for thinking you’ve stumbled into an art installation or some kind of design workshop. Designed by local design & architecture studio Spacon & X as a modular system, Wood Wood's trade booth is a “work-in-progress” that creatively merges elements of functional and decorative value into a scenography of rugged elegance.
Launched in 2002 in Copenhagen by a trio of designers to showcase a small collection of T-shirts featuring their own graphic prints, Wood Wood has evolved into an urban fashion brand that combines classic street wear with sportswear and high-end fashion. Also involved in exhibitions, graphic illustrations and music collaborations so it’s no wonder that Wood Wood opted for an installation design for their exhibition stand at the Copenhagen Fashion Week that eschews the glossy artificiality of a typical trade booth for a more playful, urban aesthetic.
With an eye to the future, the design team from Spacon & X has devised a flexible podium system accommodating both clothing racks and display stands that can be re-configured for different venues and seasons. The basic building blocks of this system are concrete and MDF cubic boxes used as plinths—the former untreated, the latter painted or perforated—and unvarnished pinewood poles of different heights that can support shelves, racks or stands.
This palette of “raw” construction materials is further enriched by brick blocks of different sizes and patterns, used for both decorative and structural purposes, wire-mesh, stretch metal and MDF boards-cum-backdrops, whereas the use of glass surfaces, mirrored boxes and hand-painted stones give the set-up a more refined sensibility. Similarly, the roughness of the concrete and wooden surfaces is juxtaposed by the sleekness of the mirrored cubes and the softness of rubber floor-mats that have been eclectically placed below the plinths. Painted in earthy hues of terra cotta and cerulean blue, the mats pick up the colors on the painted MDF boxes and color-washed backdrops, which also feature dark cobalt blue, harmoniously blending into a cohesive ensemble of natural and stylized finishes that perfectly encapsulates the brand’s creative fusion of street culture and high fashion.