Hook & Eye Showroom

DIA - Dittel Architekten developed a brand strategy for the Stuttgart label HOOK&EYE – The Fine Factory that features award winning office furnishings as well as the first studio-style showroom with office space. The start-up sells its own pieces of furniture, restored vintage furniture and accessories as well as design products in a 160 m² showroom. The interior design is bright and reserved to bring out the colourful pieces of furniture. The material and colour concept is based on white lacquered softwood and various shades of grey.

The grey sealed screed floor creates a soft contrast to the light colour of the furnishings which consists of steps and loose platforms flexibly combinable. Each of the furniture types is set in an ideal presentation. Small products such as accessories and books can be displayed on single cubes in the middle of the room. A larger area comprising elements along the façade can be combined for seating groups. Placing small platforms along the window fronts has a dual function. From the outside, they act as an elegant showcase. On the inside they display the shop products to the customer.

The large shelf case acts as a room partition. It also provides privacy for the office and storeroom behind it to create a pleasant working atmosphere. Nonetheless, the work of the designers can still be viewed from the shop through the open shelf case.

The lighting is designed as a playful arrangement of white textile cables along the grey painted ceiling. The overall effect remains simplistic and functional, thus reflecting the brand’s innate character.

Corporate Design
HOOK&EYE – The Fine Factory. Because there are not enough fairy-tales in life! Everything is about products which make life more beautiful. Hook and eye - these are two elements that are only perfect in combination. The corporate design and the label's own creations embody this image. The delicate signet and the confident lettering stand for the creativity with which furniture and accessories are designed, and for the care in selecting the product. The corporate design includes business accessories such as stationery, booklets, business cards and flyers as well as a website.

Short text: Besides furniture and restored vintage pieces HOOK&EYE designs accessories such as pillows and bags. The showroom is designed for the presentation of these works.