A Contemporary Fashion Universe Crafted in Warm Wood and Scandinavian Simplicity
Ambiente designed and built a new shop-in-shop system for Minimum, rooted in Nordic simplicity, natural materials and a clean, contemporary store expression. The concept balances aesthetic clarity with robust functionality, supporting the brand across diverse store environments. The result is a calm, cohesive universe that strengthens product presentation and customer experience.
Client
minimum
Project
Shop display concept
A Soft, Natural Expression Anchored in Nordic Simplicity
The design is defined by a warm and understated aesthetic built around evocative oak panels, muted tones and a carefully balanced material palette. Natural, tactile surfaces create a calm backdrop that allows silhouettes, colours and textures to take centre stage. The expression feels composed and contemporary, reflecting Minimum’s Scandinavian heritage while remaining flexible enough to support changing collections and visual stories.
Bespoke Furniture and a Modular System for Brand Consistency
To ensure a strong and recognisable presence in shared store environments, Ambiente developed a series of bespoke furniture elements tailored specifically to Minimum. Shelving systems, plinths and hanging displays form a refined architectural framework that balances visual lightness with durability. The system is fully modular and scalable, allowing it to adapt to different countries, store formats and spatial conditions while maintaining a coherent brand identity.
A Cohesive Brand Universe Built for Everyday Use
The finished shop-in-shop concept brings together natural materiality, refined detailing and functional clarity in one unified solution. It provides a strong foundation for storytelling, seasonal changes and curated product presentations, while remaining intuitive for daily operation. Through calm material choices and a tailored design approach, the concept strengthens Minimum’s presence and delivers a consistent brand experience across international locations.
“We needed a shop solution that reflected both our Nordic brand DNA and our international outlook. Ambiente have designed and built an exclusive, distinctive and highly functional shop that strengthens our in-store presence and elevates our brand. We are very pleased with both the result and our collaboration with Ambiente..”
Maria Bill Rasmussen, PR & Expression Responsible at Minimum
