HKMX Berlin

Hunkemoller, the Dutch lingerie retailer, recently launched HKMX, a women’s sportswear collection featuring among others the DK1985 collection from Doutzen Kroes. Not limited to sports bra’s and yoga pants only the HKMX brand offers a full range of sportswear apparel. We designed the first flagship for this new brand of Hunkemoller, combining warmth in form of natural materials, with energy in form of sharp angled wood patterns and using a fixture program that relates to sports equipment the store clearly sets itself apart from the lingerie feel of the mother brand without loosing the sexiness Hunkemoller is known for. Strong crossed striping dominates the store ceiling, referring to the ‘X’ from HKMX and carefully placed props like dumbbells and lockers complete the picture.

Role
Lead designer
For
Hunkemoller
Date
2016/2017
Type
Sports fashion
URL
vimeo.com/267565057