Plug In

Mobile shop system for Austrian fashion design

Plug In is a temporary shop concept conceived by Unit F büro für mode to present and market Austrian fashion design at home and abroad.

The major parameters for the development of the shop system were the need to “travel“, i.e. mobility, along with the handling of the elements and the creation of an atmosphere that would lend the undertaking an identity. The maximum volume of the environment is derived from the interior dimensions of the smallest available transport container. The container is at once means of transport, potential interim storage space and, when the fourth element is used - the joker in this shop system - can also be used in the exhibition context or on the street as a media and advertising unit.

The three elements packed in the container are made of rigid foam and divided into segments. The surface is hard and smooth, laminated in plastic and finished with a reflective coating. This mirrored surface immerses the shop scenario in an interplay of distorted and distorting contours. A sound system built into the elements adds emotional resonance to the atmosphere of reverie. Threaded sleeves integrated into the elements allow it to be outfitted with “additives“, which are shaped to evoke associations with the cult of the body and with fetishes, resembling earrings, nose rings, horns,... and serve as hooks and shelves on which to hang and display clothing and accessories.