Natalino Store

Friction, bolting, pressing, folding, bending, clamping, notching and expanding became the design principles which guided the forms of the various display structures for the Natalino store.

Located on Mortimer Street in Fitzrovia, we worked alongside architects Mooradian studio and Natalino’s founder Nathan to bring the menswear first store to life. Through a rigorous process of collaborative experimentation with Mooradian studio, we explored the capabilities of working with aluminium, making each element work both as a stand alone form and as a tool for display.

The rail in particular highlighted the limitations of drawing. The curvature of the aluminium wasn't machine bent but hand formed to display its own properties without feeling forced into shape.

These objects sit and fix into the space, giving the observer indications of their making while maintaining an element of magic. The poles seamlessly rising from hidden fixings in the ground while the very visible rail, folds inwards at pronounced junctions and connect to the flattened poles.

What materialised were shelves, platforms, benches, tables, curtain rails and hanging systems peppered with our original fixing methods that allow materials to be assembled, repaired and eventually recycled. The architects displayed a joy of the contrasting textures in the sharpness of our aluminium against the softness of the waxed cloth and paper walls.

Architects - Mooradian Studio

Photos by Thomas Adank