Moniker Store / Snøhetta

Moniker Store / Snøhetta - Interior Photography, TableMoniker Store / Snøhetta - ShelvingMoniker Store / Snøhetta - Interior Photography, ClosetMoniker Store / Snøhetta - Interior PhotographyMoniker Store / Snøhetta - More Images+ 11

Majorstuen, Norway
  • Architects: Snøhetta
  • Area Area of this architecture project Area:  800
  • Year Completion year of this architecture project Year:  2020
  • Photographs
    Photographs:Hinda Fahre
Moniker Store / Snøhetta - Interior Photography, Table
© Hinda Fahre

Text description provided by the architects. The Moniker brand experience is inspired by the human need to express individuality and features five distinct personality traits, influenced by iconic muses of the 19th and 20th centuries. This bold and playful universe expresses an attitude of fashion, exploration, and fun. Visitors are invited to discover new styles and ways of expressing themselves through carefully curated high-end garments and accessories. By superimposing layers of cultural references and atmospheres, Moniker highlights and honors those who dare to stand out and showcase their individuality.

Moniker Store / Snøhetta - Interior Photography
© Hinda Fahre

Situated adjacent to the Valkyrien square by the busy high-end shopping street in Oslo, Bogstadveien, Moniker opened its doors to the public on April 23, 2020. The opening marks a bold move, manifesting the belief that consumers still find pleasure in the art of wandering in a visually appealing universe in search of that perfect and surprising item that can complete their look.

Moniker Store / Snøhetta - Shelving
© Hinda Fahre
Moniker Store / Snøhetta - Image 16 of 16

Following the brand concept, the physical Moniker store is divided into five zones, each with its unique visual expression inspired by the personality traits of the character they represent, whether Distinctive, Ambitious, Sensitive, Eccentric, Curious or Daring. These zones offer secluded and playful spaces for visitors to enjoy, making a visit to Moniker about more than a simple transaction, but rather an immersive experience counterpointing fast fashion and the standardization and predictability of traditional department stores.

Moniker Store / Snøhetta - Interior Photography
© Hinda Fahre

Inspired by the distinctive styles of the Moniker brand, the Moniker logo comprises five typographical variations of the Moniker name. Derived from the same typography grid, or “typography skeleton”, the logo morphs into distinct typographical expressions echoing the chameleon-like interior design of the Moniker brand house.

Moniker Store / Snøhetta - Interior Photography, Closet
© Hinda Fahre
Moniker Store / Snøhetta - Interior Photography
© Hinda Fahre

Through its interdisciplinary and holistic approach to branding, graphic design, and interior design, the Moniker brand house sets out to become a new icon of the Norwegian and Scandinavian brand house scene, an icon with its own distinct personality and moniker. Moniker is developed in close collaboration Anett Ringstad Jalland and Jørgen Jalland, former owners of the Norwegian branch of Ganni.

Moniker Store / Snøhetta - Interior Photography
© Hinda Fahre

Project gallery

See allShow less

Project location

Address:Valkyriegata 3, 0366 Oslo, Norway

Click to open map
Location to be used only as a reference. It could indicate city/country but not exact address.
About this office
Cite: "Moniker Store / Snøhetta" 30 Sep 2020. ArchDaily. Accessed . <> ISSN 0719-8884

You've started following your first account!

Did you know?

You'll now receive updates based on what you follow! Personalize your stream and start following your favorite authors, offices and users.