Fashion, as a phenomenon, has far exceeded the border-framework of dressing/shopping; it’s become ‘shopentertainment’ and brands the programs we love to watch.
September 2006 saw the first sport culture store opened in Belgrade. The idea that ‘one object or service sells the other’ informs the varied programme of the store, with the new outlet BUZZ a venue for urban life, art, sport, culture, and entertainment. The store features name apparel and footwear, electronics, popular books, fashion jewellery and more; it also hosts exhibitions of visual art, concerts, and multimedia performances.
The BUZZ store, located in Belgrade’s main pedestrian zone, in Knez Mihailova Street, has become a trend-setter for the region. One of the solutions to the demanding design starting point was found in a small detail; a special coat hanger was created as part of the interior design by architects Nataša Ilinčić and Jugoslava Kljakić of the Belgrade-based od-do arhitekti.
Their work combines the elementary contour of the standard coat hanger with the matrices of natural structures. Experiments in asymmetry and proportion resulted in a refined, yet delicate product made of wood, retaining the natural surface without additional colour or lacquer.
BUZZ has exclusive rights to the design, which was produced by Weber International, a leading manufacturer of quality wooden coat hangers for Serbia and Montenegro.
Author: Tea Pristolič
photo: Nataša Ilinčič
