Universal Design Studio’s designs for new premium Fruit of the Loom brand

Universal Design Studio has designed pop-up stores for American fashion retailer Fruit of the Loom’s new premium brand, Seek No Further.

Innovative display units

Source: Michael Bodiam

Innovative display units

Universal Design Studio is the architecture and exhibition arm of product design Studio Barber Osgerby, and has designed the pop ups in a gallery space in Shoreditch, east London, as well as in the Mitte district of Berlin.

Seek No Further exterior, London

Source: Michael Bodiam

Seek No Further exterior, London

The Seek No Further collection has been designed by Dorothée Loermann, and aims to be ‘more appealing and better fitted to modern life, with a ‘thoroughly contemporary design ethos’, according to Fruit of the Loom.

The pop up stores look to highlight the process behind the making of the clothes, with a ‘simple’ aesthetic that aims to show Fruit of the Loom’s ‘innovative approach to materiality and detail’, says the brand.

Gary Card installation

Source: Michael Bodiam

Gary Card installation

An installation in the window of the store has been created by Gary Card.

Universal Design Studio’s London pop up concept uses a single 6.5m-long rail suspended from the ceiling to display the Seek No Further capsule collection, against a raw concrete wall.

A blue clothing rail and raw concrete wall

Source: Michael Bodiam

A blue clothing rail and raw concrete wall

The gallery’s back wall is clad with mirrors, and other materials include glass wax, flock coating, cast concrete and silicone.

A monochrome colour palette is used in both the London and Berlin stores, with displays created with cast glass wax blocks in translucent yellow. Sculptural objects in soft pink silicone are used throughout the space.

The pop up store

Source: Michael Bodiam

The pop up store

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