The project was an exercise in developing a design language for Samoh, a contemporary-ethnic clothing brand. This included the design of physical stores and all its furniture components for displaying clothing and accessories. The simple language comprises of delicate lines and forms which are finished with a raw material quality.

The two parts of the scope were identified as the in-situ elements of the store and the movable furniture components. A base grid of eight feet served both the arrangement of the plan and in the design of the modular elements. The plan was designed to be flexible to various orientations that the potential store sites could offer. In principle, the services are pushed to the back and an inviting facade offers a visual connect to people passing by. The floors and walls are finished in a cement finish and the ceiling is a light box with spot lighting to highlight collections. The furniture components are articulated primarily in brass with some cement finished plywood and a light timber. Brass allowed for a fine quality while offering sturdiness and opportunity for fine detailing. This minimal palette allows the clothing to be the focus of the store.