Clothing brand SUIT hired Icelandic design firm HAF Studio to design their store in downtown Reykjavík. The studio, headed by designers Karitas Sveinsdóttir and Hafsteinn Júlíusson, managed to bring the brand’s raw character to the space while incorporating plenty of fresh details.

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The floors are raw concrete and that continues up one wall at the entrance. Another wall is covered in glossy white ceramic tile, which also flanks the check-out counter. The dark grout juxtaposed with the crisp white makes for a striking entryway. Black pendant lights hang down above the counter.

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HAF went for a non-conventional clothing store feel, leaving the space feeling more organic. OSB wood is used for the shelves and display stands helping to bring the raw flavor they were going for.

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Fluorescent orange elements were brought in to contrast with all of the black and white, concrete and wood finishes in the space.

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The white tile looks as if it is haphazardly laid out on parts of the floor. The random pattern was continued on the walls behind the clothing.

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Photos by Gunnar Sverrisson.