DESIGN
Madness products are designed for boarders, surfers and all those, who find this way of life familiar and try to introduce it to the streets by wearing a certain type of clothing or footwear.
The basic move for designing an interior is not specially designed pieces of clothing racks, but how to show turbulence, movement, dynamics and traveling through different spaces.
As boarders have ramps, that bounce them away and direct them to the next obstacle, we put 'bumpers' in the store, that direct the movement of the people and at the same time serve as theme racks for clothes. The movement between the bumpers is emphasized with the linear curve of the ceiling lights that link the spaces together and create a dynamical turbulence between them. The design of the frames, scales and of a virtual wall follows the form of simple ramps and the ceiling.
The turbulence of lights, together with the bumpers and the circular spaces, provide a new dimension of experiencing shopping, which is directly connected to the environment, style and the way of living of the target customers.