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Fabricville by Electric Dreams

we talk to the Stockholm architects about their latest creation...

Fabricville by Electric Dreams
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In Fabricville, the long narrow corridors became a busy village street, with workshop buildings for the clothes designers and brightly coloured cottages for conference rooms...

Stockholm-based architecture/design studio Electric Dreams have featured regularly on We Heart for some time now. Made up of architect Catharina Frankander and product designer Joel Degermark, the duo specializes in brand environments and products. The studio is now renowned for their ability to use the art of story-telling and themes, wondrous colours and playful exaggeration in its design. We recently caught up with the design team at Electric Dreams to talk about their latest creation, Fabricville…

Fabricville by Electric Dreams

We spoke to you most recently with the launch of You by Dialect and previous to that with Monki 2, where are you now in terms of design and stores?

We’ve had a strong focus on retail over the past few years, owing largely to the fact that Monki has done so incredibly well abroad. We’ve opened 50 Monki stores with three different interior concepts in six European countries, and a first Asian store in Hong Kong last year. We are currently working on some office interior projects, a few flagship stores for Monki, a new retail concept, but we are also developing design products. We are giving a talk on future shop design in Stockholm in two weeks. We’ve been very busy but it has been so much fun.

Fabricville by Electric Dreams

You’ve been busy indeed! And you’ve also recently completed the Monki Headquarters in Gothenburg – what sort of space were you dealing with?

The 1500 sq space is divided into three floors. The space originally had endless dull corridors with a mishmash of window and door types, and lots of different ceiling heights. The space was difficult to navigate since everything looked very much the same no matter where you went.

What was the total creative concept behind the design of the space?

The Fabricville concept came about as a way to turn all the space’s shortcomings into an advantage. Our wish was to bring it all together in one visual identity, to house a family of brands, each with its own different personality.  In Fabricville, the long narrow corridors became a busy village street, with workshop buildings for the clothes designers, office buildings for the marketing people, and brightly coloured cottages for conference rooms. The main street is lined with laser cut MDF hedges on each side. The canteen is the green park in the middle. Each floor has a different colour scheme to match the identity of the brand that is sitting there.

Fabricville by Electric Dreams

So the project is called Fabricville – who are the town residents?

Fabricville is the head office for Fabric Retail, with in-house fashion retail concepts Weekday and Monki. The three-floor office houses around 150 employees: an interesting mix of fashion designers, buyers, construction managers, and PR people. This project was done in collaboration with our brilliant colleagues from Fabric, Sarah Otley and Rong Guan.

Fabricville by Electric Dreams

Entering any Electric Dreams space is an experience, how did you adapt the Electric Dreams concept to make for a functional workspace?

There is a distinct difference between the expressive visual appearance of the meeting rooms and the basic, neutral colour scheme of the work places. The Fabricville office rooms focus on storage and functionality, and are backdrops for personal expression.

Fabricville by Electric Dreams

Cool. Looks fantastic! Finally, can we get the design details for each floor?

The Fabric Retail floor is made up of black houses, light grey carpet flooring and a light grey hedge skirting.  The timber panel is different types of CNC-routed MDF board, a standard building supply. There are three conference cottages on this level: the White Room, the Arena Room and the Mirror Room.

The White Room: a multitude of grass green Weekday & Monki pencils, inserted in custom-made perforated hardboard.  White Steelwood Table and Steelwood Chairs from Magis, Foam balls by COG Soft Coating.

Fabricville by Electric Dreams

The Monki floor is made up of white houses, medium grey carpet flooring and a medium grey hedge skirting. It houses several office buildings, a Design Workshop, and the Yellow, the Orange, and the Green Conference Cottages.

The Yellow Room: Vintage chairs and table lacquered yellow, yellow notepads, yellow E27 lamps by Muuto, and Yellow needlepoint carpet by Tarkett.

Green Room: a multitude of green notepads, Hee lounge chairs by HAY, upholstered in different shades of Kvadrat Divina Fabric, green E27 lamps by Muuto. Green rubber carpet by Tarkett.

Orange Room: perforated hardboard, Fluoro Lights by Tom Dixon, orange Slab Table and Slab Benches. Orange carpet delivered by Senab.

The Weekday floor is made up of wooden houses, black carpet flooring and a black hedge skirting. It houses several office buildings, a Design Workshop, and the Black and the Turquoise Conference Cottages.

The Black Room: Black Steelwood Table and Steelwood Chairs from Magis. Black foam balls by COG Soft Coating. Cage Lights by Diesel. Magnetic walls, custom-made magnets.

By Samuel Sweetman