WORK > RETAIL

Nudie Jeans Repair Shop Grand Indonesia

The Challenge

The Nudie Jeans Repair Store is located in Grand Indonesia mall in Jakarta. A pop up store was built prior to the opening of the permanent location. The challenge: re-purpose the pop up store into a permanent store, according to Nudie Jeans commitment to sustainability.

Our Approach

A completely repurposed store, all the fixtures including the denim cubbies, rails, glass screen and signage were relocated from the existing pop up and re-imagined into the permanent location. This showcases the commitment to circularity and sustainability of the Nudie Jeans brand. 

Designed to blend Nudie Jeans' identity with Grand Indonesia's standards, the store features a natural and warm palette, and Nudie Jeans' signature stacked denim wall. The shelves are made out of locally sourced Indonesian wood and stretches up to the ceiling. The repair station in the window showcases the commitment by Nudie Jeans to forever repairs. It is lined with durable, green certified homogenous tiles, also seen on the sales counter. Locally sourced, Indonesian teak solid wood blocks, line the centre of the store. A private fitting room area is located to the back of the store and features a lounge area including vintage, repurposed sofa. A dead retail space (previously used as storage) of the store was transformed into a space that can be multifunctional to showcase capsules/ exhibitions and the Nudie Jeans on going “Reuse” offering.

The concept and aesthetic is driven by the Japandi principles which embody a healthy meaningful lifestyle which finds beauty in imperfection and has deep connections to earth and nature. A combination of both Japanese and Scandinavian design aesthetics which are focused on simplicity, natural elements, comfort, and sustainability. All reflecting the Nudie Jeans brand ethos and product. A touch of local Indonesian culture was introduced by featuring traditional textiles in the fitting rooms curtains. The curtains have been crafted by women weavers from Threads of Life. In partnership with The Bebali Foundation, Threads of Life supports women weavers in remote villages by helping them transform their textiles and crafts into needed income through ways that emphasise environmental sustainability, cultural integrity, and the empowerment of women.  In the design process, Nudie Jeans always emphasise the use of sustainable materials and practices. The end outcome of the store design, embodies the durability and resilience of denim, core to Nudie Jeans' sustainability ethos.