Nestled in Stuttgart's newly renovated Calwer Passage, the Smilhus concept store invites visitors into a Scandinavian world. The young entrepreneur curates an eclectic mix of fashion, interior design, and plants—all infused with Nordic sensibility. Hamburg's Kids Studios designed the store concept to spark unexpected discoveries at every turn. By thoughtfully combining diverse product categories, the space transforms everyday shopping into a memorable experience.

Naturalness and Nordic minimalism define this space. The restrained interior puts the merchandise front and center, celebrating their characteristic purity and refined aesthetic. Soft tones, gentle forms, and tactile materials provide a calming backdrop for striking, high-quality elements like veneered oak. Furniture pieces are finished in warm grenadine tones or crafted from deep red-dyed MDF. Exposed concrete ceilings remain open, with all mechanicals visible—a design choice echoed below in sleek stainless steel rails and terrazzo flooring. Three monochromatic arches frame the fitting rooms and dissolve into the existing walls, creating a niche anchored by a full-length mirror that transitions seamlessly into a lounge area. Textured glass panels build anticipation before entry and shield the mirror zone from street-level views, while simultaneously functioning as a display window from within. This translucent material diffuses natural light into a soft glow that, combined with greenery and accent lighting, cultivates an inviting, distinctly photogenic atmosphere.

A semi-transparent pavilion marking the transition between elevated and sunken zones houses a storage area and open kitchen, seamlessly bridging the two levels. The visible kitchen becomes the store's defining feature—transforming it from a simple retail space into a dynamic venue for events and a gathering spot for Scandinavian design enthusiasts.

www.kidsstudios.de

Photography Credits:

Max Feldhoff
www.maxfeldhoff.de

(Published in CUBE Stuttgart 01|24)