The Big Picture

Dutch design duo Viktor Horsting and Rolf Snoeren are providing shoppers with a fresh perspective on the world of fashion in their Milan boutique.

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By  Charlotte Butterfield Published  April 6, 2006

|~|Big-pic-body.jpg|~||~|Dutch design duo Viktor Horsting and Rolf Snoeren are providing shoppers with a fresh perspective on the world of fashion in their Milan boutique.
Sherrie Zwail of SZI Design collaborated with architect Siebe Tettero to create the topsy-turvy store in which every single detail of the neo-classical décor, from the welcome mat on the ceiling, to the crystal chandeliers, which sprout from the floor — has been turned upside down.

The design is no optical illusion; only the merchandise, cash tills and bathrooms have remained the ‘right’ way up. Shoppers walk on a white resin imitation ‘ceiling’, while oak parquet flooring has been laid above. Inverted archways line the central corridor; fireplaces hang upside down flanked by chairs adorned with pillows, which dangle above people’s heads. Even the television screening the designers’ runway shows is upended in a cabinet.

Minimalism in design was out says Tettero, “We investigated different styles and periods and settled on a neo-classical idiom because this was best recognisable and could easily be read upside down.” ||**||

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