- March 20, 2019
-- Amman, Jordan (March 2019)
- Uterqüe introduces its new store concept in Jordan. This 170 m2
store includes all the ultimate collection proposals from the brand's designers' team.
The space takes its references from the aesthetics of the Mid-century modern movement, which flourished in the mid-20th century. With a distinctive North American flavour, the movement was popular in New York and Los Angeles apartments, from where it conquered the rest of the world, incorporating nods to Bauhaus and its international style of architecture. Less formal and incorporating prolific organic lines, the movement was characterised by the presence of large open-plan areas, empty spaces and the use of pure, clean, organic lines, in aesthetics as well as functionality.
The City Mall store condenses a catalogue of glamour from past eras, using the different spaces to create a serene aesthetic that invites us to make ourselves at home.
The sophisticated ambiance is condensed into a seemingly minimalist space in the shape of a box, with suspended walls and ceilings that lighten the space, and where all the collections live in harmony with wooden and travertine marble furniture, and various original architectural pieces that were preserved during the renovations.
Without a doubt, the elegant, dynamic and attractive environment makes this Uterqüe store the ideal place to discover the firm's new designs.