Up until now, Oslo has primarily been associated with prosperity, a picturesque location on the fjord and contemplative tranquillity. Meanwhile, other Scandinavian cities with dynamic creative scenes, such as Stockholm and Copenhagen, enjoyed the reputation of being fashion metropolises. Up until now. And then there was YME.
Last September, Nicolai Schaaning Larsen opened his concept store in a historical building on Karl Johans Gate, between the Royal Palace and parliament. The building, which dates back to 1844, has been described as Paris in miniature. This move has brought YME inside Paleet. This shopping centre, which also opened its doors in September 2014, brings some 30 high-end fashion and lifestyle stores and restaurants together under one roof. Nicolai Schaaning Larsen, a graduate from London’s Central St. Martins College, gets his inspiration from legendary stores, such as Dover Street Market in London, Colette in Paris and 10 Corso Como in Milan. With a trained eye for all things beautiful and aesthetic, the Norwegian developed a new vision for retail in the 21st century. His plans were brought to life by the firm of architects, Snøhetta. The result has set new benchmarks far beyond Scandinavian borders. Spread over three floors, the 1,600 square metre YME is a fusion of fashion store, art gallery, bookshop and café. A roof terrace is due to open in spring 2015, creating a green oasis in the middle of the city. The name of the store has its roots in Nordic mythology.
Yme was a giant who was born from the convergence of fire and ice. The interior design also reflects such stark antipodes. The cool white that dominates the ground floor is broken up with a stunning 25 metre-long pine frieze. A 12 metre-high staircase leads up to the first floor, where the parquet floor and brick walls bear testimony to the building’s history. The second, very dark floor is accessed via a crude steel spiral staircase. “We are looking at retail from another, completely new perspective. The story behind the products, how they are described and displayed, is the key focal point in our universe. Our goal is to create a place where fashion, art and design enthusiasts can come together,” explains Nicolai Schaaning Larsen. The range includes selected premium brands, such as Dior Homme, Valentino, Mary Katrantzou, Rick Owens, A.P.C., Wood Wood and Opening Ceremony.
The store also stocks accessories from Stone Paris, Sophie Bille Brahe and Ileana Makri, alongside fragrances, books, international style magazines and design gadgets.
