Gramicci’s Playful London Store: A Bold New Visual Identity
The Mascot Sculpture
Nestled near London Fields, Gramicci’s new storefront boasts a striking centerpiece: a 2.5-meter-tall sculpture of oversized shorts, designed by the creative agency Steep Learning Group. This whimsical creation captures the essence of the climbing and outdoor spirit embodied by the brand since its inception by climber Mike Graham in 1983. The agency’s goal was to evoke the charm of a “giant doughnut outside a doughnut shop,” inviting customers into a fun and engaging retail space.
Inspired Design
The sculpture, authentically painted in blue and white stripes, closely resembles the brand’s signature bouldering shorts, complete with an oversized webbing belt. According to agency founders Filip Tyden and Erik Hedman, the design was conceptually rooted in the vibrant surf and skate culture of California during the 80s and 90s, which heavily influenced the brand’s journey.
Craftsmanship Unleashed
To bring this monumental pair of shorts to life, Steep Learning Group collaborated with set designer Ellen Wilson. The process began with sketches, followed by the painstaking construction of the sculpture using large blocks of styrofoam, which were glued together and later coated in Jesmonite—a robust plaster and resin composite. The final touch was the meticulous hand-painting of stripes, where Wilson’s attention to detail is evident, leading to a playful yet slightly imperfect finish that adds to the sculpture’s charm.
Dynamic Store Design
The shorts sculpture serves as an anchor for Gramicci’s split-level interior, designed by local designer Dom Johnson. The interior features bespoke wooden furniture on wheels, designed to adapt to the space’s changing needs, whether it be for retail or hosting special events. These multipurpose plinths mimic the familiar style of stackable Euro containers, crafted from Douglas fir plywood overlaid with pine batons, combining both familiarity and elevated aesthetics.
Engaging Space for Event Versatility
Johnson emphasized the importance of flexibility and functionality in the design. The plinths are not only display surfaces but can also serve as benches or bike stands, enhancing the store’s adaptability. Each piece has its own purpose, with one large plinth housing the register, while others are stained in eye-catching cobalt for additional visual appeal.
Emphasizing Climbing Heritage
Prominently featured on the mezzanine level is a striking blue climbing wall, which aligns perfectly with Gramicci’s ethos of encouraging exploration and adventure. This interactive element allows customers to try on climbing gear before purchasing, reinforcing the brand’s deep roots in the climbing community and its connection to the outdoors.
A Unified Aesthetic
The overall aesthetic aims for a cohesive visual language, catering to various functions and events. Inspired by temporary structures typically found in climbing and skating environments, Johnson selected materials that echo the brand’s origins. He aimed to create a setting that feels both familiar and inviting, bridging the gap between retail and community engagement seamlessly.
Thoughtful Detailing
To further enhance the store’s visual appeal, the design incorporates leaning wall panels made from leftover wood for added displays of Gramicci’s offerings. Simple yet effective elements like plastic Monobloc chairs can be rearranged as needed, allowing for a dynamic atmosphere that can change with each event.
Surroundings and Community
Just a stone’s throw away, other local designers are also making waves, such as Nicola Weetch, who transformed the interior of a nearby listening bar to feel more lived-in. The design narrative in this part of London reflects a community deeply invested in creativity and innovation, making Gramicci’s store a fitting addition.
Celebrating the Craft
In essence, the design and build of Gramicci’s store go beyond mere aesthetics; they showcase craftsmanship and an understanding of user experience. The shorts sculpture and agile furniture pieces contribute to a playful, engaging shopping experience that resonates with both the brand’s heritage and the surrounding community.
Project Credits
- Creative Direction: Steep Learning Group
- Furniture Design: Dom Johnson
- Shorts Sculpture Production: Ellen Wilson
- Climbing Wall: Rise Climbing
- Events Coordination: Tiz Wz
The Gramicci store stands as a testament to thoughtful design, community connection, and the playful spirit that drives outdoor culture.