All Blues Jewellery Store in Stockholm by Jack Dalla Santa.

Stockholm jewellery brand All Blues has opened its first retail store delivering a muted but memorable experience. Located at Birger Jarlsgatan 2, the interior features a series of design elements kept to a minimum in numbers but up-scaled in detailing and construction. A play on proportion and scale with movement and purpose is the ultimate focus of the store.

“We’ve spoken a lot about choreography and movement while planning the store; how we could create an experience beyond shopping and have visitors interact with the space. The initial process was very much text-based and non-visual, focusing on philosophy rather than aesthetics,” says Fredrik Nathorst, Creative Director and Co-founder of the brand.

The original 19th-century building in Stockholm’s city centre offered unique opportunities for the creative process – u 4.7-meter ceiling heights, enormous windows and original walls in usable condition unveiled after ripping off layers of added colour. The centrepiece – a 1.3-ton ‘house’ made entirely out of glass – provides a striking way of storing and displaying jewellery.

To architect, Jack Dalla Santa, a childhood friend to the creative team, the play on proportion and archetypes was fundamental in the design process. “We spoke a lot about what our version of a cabinet would look like; what material and size to work with. While the glasshouse may be seen as too large in terms of its function as the display, it’s perfect in proportion to the spatial volume of the room,” he says.

A contrasting trio of materials – glass, mirror and steel – meet on a foundation of a white terrazzo floor. Opposite, the glass cabinet stands a vertical mirror installation, constructed to function as a dressing room, while metal rails with reference to public spaces, double up as a surface to display jewellery on specially designed rubber trays. Keeping the walls untouched within the space adds tribute to the heritage of the building while also confronting the commercial norm of connecting value to newness.

Honesty and rawness, never adding an extra layer just for the sake of it, runs through the entire brand identity – as does the unwillingness to rush, also seen through the decision not to launch products as seasonal collections.

All Blues jewellery is handcrafted in Stockholm out of recycled silver. Founded in 2010 by childhood friends Jacob Skragge and Fredrik Nathorst, the brand is sold at global stockists such as Dover Street Market, Browns, Liberty, Ssense, MatchesFashion, MyTheresa and Moda Operandi.

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[Images courtesy of All Blues. Photography by Mikael Olsson.]