Gonzalez Haase AAS evokes Iceland's volcanic landscape at 66º North store

Architecture studio Gonzalez Haase AAS has completed a store on London‘s Regent Street for Icelandic clothing brand 66º North, featuring curved walls and freestanding plinths made from rammed earth.

The Berlin-based studio headed by Pierre Jorge Gonzalez and Judith Haase set out to create a holistic concept for the store that represents Iceland in an original way, rather than relying on stereotypes.

The shop interior was informed by Iceland’s volcanic landscapes

Gonzalez Haase AAS let the natural elements and the country’s geology inform key design features such as curved grey walls that evoke the shifting weather and rammed-earth islands that represent the earth.

“The weather in Iceland is a very

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