The space stays true to Lang’s reputation of simple perfection and high-end tailoring by keeping the space minimal but memorable. The minimal design also helps to highlight the clothing and large-scaled photo ads.
Helmut Lang was one of the most influential fashion designers of the 90’s. He Intellectualized sex appeal and perfected the craft of tailoring.
In 2005 he stopped designing for the brand and begun a new chapter of his life exploring fine arts. In 2010 one of his studios, housing his favorite garments from his collections, burned in a fire. Helmut Lang took this tragedy and made it into an opportunity to create art. He opened an exhibit called Burning Through the Fire, where he created pillars resembling birch trees after a forest fire out of the remaining damaged pieces of fabric from the collections. This exhibit was meant to represent his death as a fashion designer and his rebirth as an artist.
Inspired by these “birch trees” and Lang’s courageous ability to reinvent himself, the design of this boutique is meant to showcase the rebirth of the Helmut Lang label.