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Brief Published: 10 May 2012

Odin’s All-White Pop-Up


Exuding a stylistic charm that’s part space-age fantasy, part spiritual cavern, luxury New York fashion brand Odin’s all-white Manhattan pop-up shop makes for a striking homage to its new fine fragrance line.

Designed by Brooklyn-based practice Snarkitecture, the temporary store consists of more than 1,500 of the brand’s bottles cast from white gypsum cement –suspended from the ceiling and positioned on poles from the ground.

Creating a sculpture that snakes throughout the interior of the store, the beauty of the ghostly white installation lies in its ability to deliver maximum spatial intrigue without ever detracting from the hero product itself.

According to the architects, the aim was to create an environment where customers could take time to contemplate the strange white-on-white landscape inhabited by a limited amount of the brand’s products. The team also wanted to avoid overwhelming visitors with unnecessary gimmicks.

The store will be open for six weeks until mid-June 2012.

For a more in-depth look at perfume retail design, see Stylus’ report Alluring Perfumeries.