Leading international design and architecture practice, Rabih Geha Architects has created the interior for ANOTHER, an innovative concept store integrating fashion, music, lifestyle, food, fitness, and health which is set to transform the retail experience. ANOTHER adopts the guise of a ‘living magazine’ where its visitors make constant editorial choices.
Working collaboratively alongside the founders of ANOTHER, Rabih Geha Architects (RG/A) has devised a unique contemporary space which connects the many retail components of the store into one open arena. This design process forms a contemporary sense of community within the store, one which makes for a reinvigorated and exciting retail environment.
ANOTHER’s avant-garde fashion-forward aesthetic has been reimagined in architectural form by RG/A to create a retail space unlike any other. In conceiving the space as an open free flowing area, RG/A permits the visitor to move smoothly and naturally around the store creating a fluid and uninterrupted retail experience. The concept store includes ANOTHER gift shop; contemporary womenswear and menswear fashion and accessories from the likes of Maison Margiela, Dries Van Noten and Phillip Lim; a curated selection of Athleisure; a boutique reformer pilates studio in partnership with Posto Nove Studio; a restaurant and coffee bar in collaboration with the Daily Roast; and a hair concept, Mend, from leading Lebanese hairdresser Georges Mendelek.
Materials are key in RG/A’s design for ANOTHER - a typical trait of the practice. The studio uses tactile materials to differentiate each section and function of the store, an important aid to the free-flowing concept as well as highlighting the eclectic contemporary products on display. Among the materials used, wood, concrete, and metal create a raw stripped back, monochrome space. A light grey cast-in-place terrazzo concrete floor connects the entire lower space with RG/A adding further zoning elements with concrete cashier desks and sleek Carrara marble crafted restaurant / bar zones. Black steel custom-made A frame structures display the unique products and are a constant across the store, while muted pink full length curtains flag the instantly identifiable fitting rooms. In the Althleisure zone, beech wood has been used to create a more relaxed feel with further Carrara marble utilised in the luxe section. On the second floor, wood flooring has been incorporated in the Pilates area, with rubber flooring used in the weight lifting and personal training sector to ensure a highperformance gym experience.
Light is also a principal factor to the overall design, a design tool that Rabih Geha Architects are renowned for using imaginatively and effectively. For ANOTHER, RG/A have constructed ceilings from corrugated metal to reflect and maximise both natural and artificial light creating a dynamic rhythmical effect which in turn creates a spacious and continuous retail arena. In RG/A’s design of ANOTHER they have fused the many varied commercial elements of this unique store while ensuring that visitors can flow freely and creatively throughout the space. This considered design totally transforms the concept of retail from an activity into an inspiring sensory experience. One that, like reading a magazine, shifts on each visit.