October 2 2007

The stark XXS Shop for Mobile Gadgets opened earlier this year in Hamburg’s Innenstadt, at Spitalen Hof 8. It is a minimalist showroom by Hamburg-based Spine Architects for Etronixx-Trading GmbH. The store is void of practically everything else but white surfaces and the merchandise itself. Mobile gizmos appear almost suspended in air, as they rest in small slots within the white expanse of built-in cabinetry that encircles the entire space. It is an excellent example of forcing the customer - in a pleasant way - to focus on the products, not on the props.

Spine is a German-English partnership that started between Boris Bähre, J'orn Hadzik, Jan Löhrs and Neil Winstanley in 2001 when they won one of the prizes awarded in the international design competition for Rabin Square in Tel-Aviv, Israel. They are known for their work in several areas, from housing to public places to TV shows, private homes and shops. In September, Spine Architects opened an office in Menlo Park, San Francisco. By Tuija Seipell


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