The project by Clap Studio offers visitors an immersive and unique shopping experience, emulating the ferocity of lava as it creates a contrast through the arrangement of metal furniture and aggressive, pointed shapes, and the serene atmosphere of the store, capturing perfectly the duality of the new ALOHAS image.
With this project, Clap Studio not only creates a sales space, but an interior landscape that captures the identity and vision of ALOHAS, moving away from the pure, paradisiacal beach aesthetic and focusing on the brutalist and aggressive aspect of the underground rivers that They make up the landscape of the archipelago that, after a volcanic eruption, are transformed into magical-looking tunnels.
With this project, Clap Studio not only creates a sales space, but an interior landscape that captures the identity and vision of ALOHAS, moving away from the pure, paradisiacal beach aesthetic and focusing on the brutalist and aggressive aspect of the underground rivers that They make up the landscape of the archipelago that, after a volcanic eruption, are transformed into magical-looking tunnels.
ALOHAS flagship by Clap Studio. Photograph by José Hevia.
Project description by Clap Studio
ALOHAS has entrusted Clap Studio with the design of its first flagship store in Barcelona, located in the iconic street of Rambla Catalunya, at the heart of the city. This 100-square-meter flagship faithfully reflects ALOHAS's new visual identity, characterized by a stronger and bolder aesthetic. With this flagship, ALOHAS takes a decisive step towards offline commerce after conquering the digital world.
In the design process, the studio drew inspiration from ALOHAS's own history, founded originally in Hawaii, which is also the source of its name. Clap decided to move away from the "clean" and paradisiacal beach aesthetic commonly associated with Hawaii and focused on the aggressive and brutalist landscape that represents the archipelago. The design evokes the volcanic landscape of Hawaii, specifically the lava tubes, those volcanic caves formed by the flow and subsequent cooling of lava.
"The surface of a lava river, over time, cools and hardens, creating underground rivers that, after the eruption, transform into tunnels with a magical appearance. This geological concept has been the cornerstone of our design."
Àngela Montagud, director of Clap.
ALOHAS flagship by Clap Studio. Photograph by José Hevia.
The ALOHAS flagship presents itself as a volcanic grotto, an environment that combines the brutality of nature with the sophistication of design. The metal furniture, with sharp and aggressive shapes, emulates the ferocity of lava, creating a contrast with the serene atmosphere of the store. The ceiling lights represent openings that, over time, form in the roofs of these tunnels, reconnecting them with their surroundings. This dialogue between the aggressive and the refined perfectly captures the duality of ALOHAS's new image, offering visitors an immersive and unique shopping experience.
ALOHAS, the fashion brand that has conquered the digital world, takes a decisive step towards offline commerce with their first physical store, encapsulating its essence in a space that invites customers to explore and discover, reflecting its journey from the online to the physical world. With this design, Clap Studio has not only created a retail space but an interior landscape that captures the identity and vision of ALOHAS.
