Stockholm-based footwear brand Eytys opened their London flagship store at the beginning of the month — a 100-square-foot Soho space that marries Swedish 1960s brutalism and the playful postmodernism of the ‘70s and ‘80s. The unconventional space is a fitting host for the cult brand, which prides itself on its originality and less-than-ordinary styles. Founded in 2013, Eytys has come a long way from its original shoe — a unisex platform sneaker. The new store will include the company’s new denim collection and a ready-to-wear clothing line.
Designed in house by the Eytys team, the space features pieces from the founders Max Schiller and Jonathan Hirschfield’s personal collections, including numerous works from Swedish progressive female artists. A concrete sculpture, Logogram 5 by Hilde Retzlaff and a embossed cow skin parchment by Berlin-based artist Linnea Sjöberg’s performance project, Salong Flyttkartong are on display. Inspiration for the design process was driven by archival images of Shiro Kuramata’s designs for Issey Miyake in Japan in the early ‘80s.
Defined by textured concrete walls throughout and industrial elements such as a metal palm tree and numerous large-scale aluminum pieces, the shop is truly one of a kind. The monochrome taupe color scheme is highlighted by large light tubes that run across the ceiling — inspired by the facade of Centre Pompidou in Paris.
“Like that perfect mixtape, the design of Eytys London store was about clashing our favorite periods of architectural design,” says Schiller. “As we all know, the party playing both Talking Heads and Sean Paul is the best one.”