Two tiny windows in a white front, that’s the facade of Hamburg’s new concept store: Fitting Forward. If you dare opening the massive front door, you will surely discover new and unexpected things and enter a temporary world of design. Bitten Stetter and Jutta Südbeck show forward what their trends oriented store is all about.
The basic concept is that the store’s theme changes in a rhythm of two months. Arne Klaskala designed this room-in-room installation with its black coated, distorted walls. It’s a three-dimensional sketch book that enables creatives to develop explosively surprising interior themes, often in cooperation with select artists.
Fitting Forward shows exclusive international avant-garde design. It does not only focus on fashion, but also on extraordinary accessories and products. Most things here are limited special editions, so that you have to hurry to grab your favorite pieces.
The temporary store concept is an advancement of a concept by designer Bitten Stetter, the “Fitting Tales”. They are a substitute for ordinary collection-thinking: boxes in the shape of books, filled with clothes, accessories and further design products that tell stories to the readers, enabling them to get into outstanding theme worlds. These textile publications in boxes have now transformed into “Fitting Forward”, the idea of a store in a box.
Since its opening in December 2008, Fitting Forward is currently showing its third theme: TINGELTANGEL – a stroll over the fun fair. For seven weeks, we get to explore the world of fun fairs, with colorful design rides to fall in love with. Performers include MINNA PALMQVIST from Sweden, STARSTYLING from Berlin and TATTY DEVINE from London.
Neon colors on the walls, a daring installation with blow-up animals and a clothes rail in the shape of a trapeze do their best to turn the store into an arena of fun fair and circus. The designers found a wide range of inspiration on fun fairs and created a bright parade including necklaces with real looking popcorn, muscle men, a bearded lady and plastic mustaches.
We can’t wait to see what the next theme has to offer. The name will be “DARWIN’S World – in search of Hans in Luck”. Coming soon – Hamburg, Stresemannstraße 110.