Oblique
Interior Design & Branding

Interior design and branding for mens’ fashion store Oblique Men. A contemporary interior with a sophisticated and crafted edge. The design merges two formerly separate spaces.

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The store is defined by an oblique line that unifies the space and sets the angle for floors, furniture and display elements. This line brings a contemporary, edgy tone to a classic base, reinforced by modern materials like Himacs and terrazzo, and a punch of near-neon green. Projected graphics extend the line across walls and doors, adding a bold visual layer. Designed as a stage for 58 brands, the space blends classic and urban through material contrast, guiding visitors through a curated experience.

 
 

Project: Oblique
Location: Utrecht, The Netherlands
Assignment: Retail design, branding
Status: Realized 2019
Size: 200m2
Client: Eleganza
Interior builder: Van Assem Interieurbouw
Photography: Sal Marston

Bay window seating nook at Oblique Men, with a diamond-quilted teal velvet bench beneath tall period windows overlooking a courtyard garden, set against matching teal wood panelling.
Interior of Oblique Men, with sneakers displayed on a pale mint display table in the foreground, a clothing rail against a wall with projected diagonal line graphics, and a white shoe display area beyond, unified by an angled architectural line running through the space.
Materials palette selected by The Invisible Party for Oblique Men, featuring swatches of teal velvet, mint-coloured Himacs, concrete, wood veneer, a warm taupe carpet sample and a graphic print pattern used throughout the space, arranged in a white display box.
Interior of Oblique Men, featuring a black metal rack system combining a hanging rail for clothing with white floating shelves displaying footwear, alongside a dark textured counter on a wooden floor, reflected in a mirror showing the teal velvet bay window seating nook.
Interior of Oblique Men, with sneakers displayed on a mint-coloured display block in the foreground, set against the teal velvet bay window seating nook and tall period windows, with a mirror visible to the side.
Interior of Oblique Men, with sneakers displayed on white display blocks at varying heights against a bold diagonal striped wall graphic in black, white and beige, alongside a teal quilted velvet bench.
Storefront of Oblique Men, with large glass windows framed in dark wood set into a red brick façade, displaying colourful velvet stools and shoe displays

Display

Shoes are angled to match the wearer’s point of view.
Two views of Oblique Men: on the left, close-up of velvet stools in teal, brown and purple on gold cylindrical legs, set on a speckled terrazzo floor; on the right, sneakers displayed on wooden and mirrored shelving, reflecting the store's velvet seating below.

Two views of Oblique Men: on the left, a long clothing rail on a concrete plinth stretching down the store, with mint-coloured display blocks holding sneakers in the foreground; on the right, a close-up of a black clothing rail against a wall etched with fine white line graphics.

 
 

Project: Oblique
Location: Utrecht, The Netherlands
Assignment: Retail design, branding
Status: Realized 2019
Size: 200m2
Client: Eleganza
Interior builder: Van Assem Interieurbouw
Photography: Sal Marston