Moniker
Oslo's New House of Fashion

2019–2021

Graphic & Digital Design, Interior Architecture

Introduction

Designed during a specially challenging period for retail stores, intensified by the economic shock of the then ongoing pandemic, traditional trade and e-commerce is forced to innovate to stay appealing and relevant. With this in mind, Snøhetta has designed a playful brand and interior concept for the new Norwegian house of fashion brands, Moniker.

Technical details

Typologies
Digital & Creative Tech, Visual Identity, Recreation, Signage & Wayfinding
Status
Completed
Location
Oslo, Norway
Client
Website
Photographers

Moniker

Photo: Hinda Fahre

Moniker Man

Photo: Calle Huth

Moniker Sport

Photo: Calle Huth

2 Moniker:
One Brand – Five Personalities

The Moniker brand experience is inspired by the human need to express individuality and features five distinctive personality traits, influenced by iconic muses of the 19th and 20th century. This bold and playful universe expresses an attitude of fashion, exploration, and fun.

Inspired by the distinctive styles of the Moniker brand, the Moniker logo comprises five typographical variations of the Moniker name.

Photo: Hinda Fahre

Photo: Hinda Fahre

Photo: Hinda Fahre

A Playful Universe

Situated adjacent to the Valkyrien square the by the busy high-end shopping street in Oslo, Bogstadveien, Moniker opened its doors to the public on April 23, 2020. The opening marks a bold move, manifesting the belief that consumers still find pleasure in the art of wandering in a visually appealing universe in search of that perfect and surprising item that can complete their look.

Photo: Hinda Fahre

Photo: Hinda Fahre

Photo: Hinda Fahre

Variable type -> Derived from the same typographic skeleton, the logo morphs into distinct typographical expressions echoing the chameleon-like interior design of the Moniker brand house.

Photo: Hinda Fahre

Photo: Hinda Fahre

Photo: Hinda Fahre

Moniker

Photo: Hinda Fahre

Inspired by movie star and inventor Hedy Lamar, the Ambitious zone features clothes and accessories for the modern, androgyne and elegant power woman, framed by an interior soaked in timeless glamour and luxury.

Photo: Hinda Fahre

The Sensitive zone echoes Jane Birkin’s romantic and effortless and bohemian look effortlessly merging Paris chic and British mod.

Photo: Hinda Fahre

The Curious zone translates the explorative universe of globe trotter Isabella Bird and pays tribute to the crossing of patterns and colors of exotic and far away destinations. 

Photo: Hinda Fahre

The Distinctive zone is inspired by the unapologetic Grace Jones and features strong colors and geometrical shapes that complement the displayed brand garments and accessories.

Photo: Hinda Fahre

Designed with life hedonistic lifestyle of Peggy Guggenheim in mind, the Eccentric zone adds a maximalist and extravagant backdrop to the store.

Photo: Hinda Fahre

A Digital and Physical Experience

Visitors are invited to discover new styles and ways of expressing themselves through carefully curated high-end garments and accessories, both online and in the 800 m2 brand store. By superimposing layers of cultural references and atmospheres through the brand identity and interior design, Moniker highlights and honors those who dare to stand out and showcase their individuality. The Moniker brand experience also continues online for those who prefer shopping in a visually appealing virtual universe from the comfort or their own home.

Photo: Calle Huth

3 Moniker Man:
Sensitive & Ambitious

In early 2021, the Moniker brand store was extended with a new story comprising a men’s and sports section dubbed Moniker Man and Moniker Sport. The extension complements the existing brand store by expanding the physical space of the online store, and by adding a new dimension to the existing space.

Moniker Man features two zones based on the existing Moniker brand store concept. Inspired by the personality traits “sensitive” and “ambitious”, the men’s wear section of Moniker is inspired by French movie star Alain Delon and race car driver and Hollywood hero Paul Newman.

A Hollywoodesque Interior Design: Playing on a more classic repertoire, the ambitious zone features timeless, hollywoodesque materials such as burlwood, combined with the more industrialized material palette of the racing industry.

Photo: Calle Huth

Photo: Calle Huth

Photo: Calle Huth

Photo: Calle Huth

Echoing the French Riviera: Delon’s zone is inspired by the French riviera and features a warm and colorful interior design that challenges our conception of what falls into the categories feminine and masculine.

Photo: Calle Huth

Photo: Calle Huth

The graphic design Snøhetta developed for this part of the Moniker brand experience heavily informed the interior design, creating a space with rounded shapes, arches, and organic shapes.

Photo: Calle Huth

Holistic Branding

Through its interdisciplinary and holistic approach to branding, graphic design and interior design, the Moniker brand house sets out to become a new icon of the Norwegian and Scandinavian brand house scene, both in the physical Moniker brand house and online on moniker.no.

Photo: Calle Huth

4 Moniker Sport:
An Other-worldly Experience

Inspired by the bold astronaut couple Anne Lee Fisher and William Frederick Fisher, Moniker Sport features minimalistic sportswear for both men and women. This zone sources its cultural references from NASA, echoing technical space gear and the dichotomy between the human sphere and the other-worldly, the industrial and the organic.

Photo: Calle Huth

Photo: Calle Huth

Photo: Calle Huth

Moniker Sport

Photo: Calle Huth

Industrial and Organic: The zone further features steel-toned details against a more earthy and coarser backdrop and is designed in collaboration with art designer Pettersen & Hein.

Photo: Calle Huth

Photo: Calle Huth

Photo: Calle Huth

Contact

  • The ADC Annual Awards (Merit Honor)

  • Visuelt Design Awards (Diploma)