The brief was to create a completely new image for Baton premiere shops, a strong and recognisable architectural language that would become synonymous with their brand identity.
The interior is made up of a few simple materials, detailed meticulously to compose a restrained design. Interior and exterior belong to different worlds, the entrance acting as a decompression chamber which filters out the visual chaos which is contemporary Athens and prepares for passage into the calm white heart of the store. Here clean horizontal lines puncture free floating planes creating effects that allude to the neo plastic elementarist compositions of Theo Van Doesburg. The overall effect is one of dynamism, motion and weightlessness as if the space is synthesized the moment you pass the threshold and enter the shop. The vertical lines become display surfaces and the planes their back drops that frame and accentuate the view. The extensive use of white in combination with discreet cool lighting creates an environment of quiet luxury in which the shoes become the natural focus of attention.
The final result is an abstract dynamic composition; which by the use of discreet diffused lighting becomes ethereal. It is a shop that disregards the norm of merchandise display and accommodates the fine tailored footwear as art pieces on display.