Gonzalez House AAS has recently completed the design for outdoor clothing brand 66° North, a commercial space located at 100 Regent Street in London. The project concept was inspired by the essence of Iceland, capturing both its static and dynamic elements without resorting to stereotypes. The design team incorporated natural and sustainable materials, played with light and space, and created a playful and experiential flow that reflects the beauty and diversity of Icelandic nature.
Design inspiration: Iceland’s nature in motion
The interplay between the unchanging island and the ever-changing weather patterns served as a key inspiration for the project. The design team viewed the weather patterns as a series of movements between black and white, producing nuanced shades of grey that were analysed and applied as a means of introducing new materials and colours that reflect different aspects of the island. This holistic approach captures the essence of Iceland in a nuanced and authentic way.
Natural and sustainable materials
To achieve the desired look and feel, natural and sustainable materials were used. The grey curved walls were created using locally sourced pigmented clay from Cornwall, UK, adding a layer of tactility to the space. The rammed earth islands were constructed using lava rocks of varying sizes and pigmented aggregate and sand. These islands, along with the curved walls, were intentionally designed to create different perspectives and atmospheres.
Mimicking the misty white sky
The bespoke ceiling mesh was specially crafted to mimic the misty white sky, producing a bright and glowing light that complements the multiple varieties of weather and scenes in Icelandic nature. By seamlessly integrating the technical equipment within the mesh, the visual impact of the space is preserved. The play of light and space creates a visually stunning experience for visitors.
Playful and experiential flow
The flow of the space is guided by the curved walls, encouraging a playful and experiential discovery for customers as they move through the space. The walls vary in height and position to frame the view and create a dramatic foreground of rolling soft curves in front of the existing white walls. Screens and mirrors were inserted between two walls to act as a connection, division, and separation. The entrance wall, which is almost 18 meters long and slightly curved, creates a new perspective and plays with the light in different shades, transporting visitors into an experiential and tactile world.
A holistic design approach
Overall, the design approach for 66° North captures the essence of Iceland in a holistic and nuanced way. Careful attention was paid to every detail of the project, from the materials used to the interplay of light and space. By incorporating natural and sustainable materials, mimicking the misty white sky, and creating a playful and experiential flow, the design team has created a unique and memorable space that reflects the beauty and diversity of Icelandic nature.