Viennese mums and dads have yet another option to spoil their offspring: Bambini in central Vienna at Tuchlauben 7.
The interior of the 360 square-meter (3875 sq.ft) multi-level emporium of children’s high-end fashion was entirely custom-designed by the 12-year-old Viennese firm, Architektur Denis Kosutic, for the Vienna-based MB Fashion GmbH.
Carrying such brands as Armani Junior, Fendi, Gucci, La Perla, Roberto Cavalli, Versace Young and Missoni, this is MB Fashion’s first shop of the Bambini concept.
Kosutic and collaborators Mareike Kuchenbecker and Carina Haberl took a Wizard-of-Oz/Alice-in-Wonderland/Jules Verne approach yet cooled the usual colour riot of kiddie stores down into a junior film noir environment
Everything from wall and floor treatments to furnishings and display elements was created specifically for this store.
With smoky grey as the main hue, the space is both imaginatively fun and slightly scary – and we all know that most kids love to be scared, if they feel safe.
There are surprises and details that don’t quite match, which makes the space interesting and fun, yet keeps the tone down at a tolerable level.
The custom-created surreal flowers-and-lollipops pattern appears in various places and at different scales throughout the store. Cage-like pillars made of copper tubing create the central merchandise displays and evoke a feeling of retro-futuristic submarine vehicles.
Velvet draping, soft floorcoverings and smooth surfaces on some furnishings add a softness to temper the hard and shiny metallic components.
Also custom-designed are the friezes of mushrooms, lollipops and pears, and seating shaped like bananas, strawberries, lemons and plums.
The designers aimed for a space that would “allow adults to be kids and kids to be adults.” We think they have succeeded. - Tuija Seipell.
Photographer: Lea Titz