Nestled in the heart of Biblioteksstan, EOE Eyewear's flagship store on Mäster Samuelsgatan 10 is a tribute to the rugged beauty of Northern Sweden. Drawing inspiration from the region’s pristine nature, the store reflects our roots, blending design and materials that speak to the Nordic landscape. Founded high in the snowy mountains of Sweden, the concept behind the store seeks to immerse visitors in a tactile and sensory experience, combining the organic with the refined.
Our Flagship is a physical extension of our brand's digital presence, designed to evolve over time. Flexible architectural solutions signed MER Architects ensure the space functions not only as a retail environment but also as a marketplace, event space, and meeting hub. It’s a dynamic space that can adapt and stay alive with new possibilities, aligned with the EOE Brand.
A Harmonious Blend of Nature and Design
The store's interior design is deeply rooted in the natural world. Inspired by the colors of earth and clay, the organic materials used throughout the space create a peaceful, grounding atmosphere that serves as a perfect backdrop for EOE’s detailed and high-quality eyewear. The materials chosen — from the sculptural furniture to the tactile wall finishes — emphasize craftsmanship, much like the eyewear that is at the heart of the brand.
The store’s walls and floors are a subtle tribute to the earth, with natural colors inspired by soil and clay. These materials provide both a living, dynamic texture and a calm, serene background, allowing the refined eyewear designs to truly stand out.
Acoustic Ceiling – A Tribute to Northern Winters
The acoustic ceiling in the front room evokes the snowy landscapes of Northern Sweden. It serves as a nod to the region's rocky, snow-covered mountains during the winter months, a key element of the brand’s origin. The ceiling design creates a unique atmosphere, reminiscent of the serene yet harsh winters that EOE Eyewear proudly draws inspiration from.
Metal - Honoring Tradition and Craftsmanship
Swedish-produced steel is a key element in the store’s display fixtures. Whether in its polished stainless steel form on smaller displays or in its raw form on shelves, the metal used throughout the space pays homage to traditional Sami craftsmanship, particularly their metal jewelry. By using locally sourced materials, EOE Eyewear not only supports Swedish craftsmanship but also aligns with the brand’s commitment to sustainability and local production.
Stone - A Nod to Northern Sweden’s Rugged Terrain
Stone represents the rugged, mountainous landscape of Northern Sweden. The smaller displays in the store are crafted from leftover pieces of travertine, making each display unique. This thoughtful reuse of materials adds another layer of sustainability while showcasing the beauty of the region's natural stone.
Wood - A Connection to the Alpine Spirit
Poplar wood, a fast-growing species often used in alpine ski manufacturing, is integrated into the store’s design. This material reflects the brand’s connection to the alpine regions and the spirit of adventure that defines the brand’s identity.
The Iconic Blue Counter - A Symbol of Water and Ice
At the heart of the store sits a specially designed Klein blue counter, which serves as both a functional and symbolic centerpiece. Inspired by the waters, lakes, and icy mountains of Northern Sweden.
A Northern Swedish Oasis in the Heart of the City
The EOE Eyewear concept store is more than just a place to purchase eyewear. It’s an experience, a space that transports visitors to the heart of Northern Sweden. With its rich materials, thoughtful design, and commitment to craftsmanship, the store offers a unique and immersive journey, bringing the spirit of Sweden's snowy mountains and earthy landscapes into the heart of Stockholm.
