Globally renowned fashion brand Nanushka has just opened a new outlet on Bécsi utca in Budapest’s city centre. It’s the kind of venue where every detail has been well thought out, the interior design faithfully reflecting the vivacity of the items on display, and ensuring that each first-time visit becomes a more regular shopping experience. Bentwood chairs and heavy marble tops, natural material and soft pastel colours, old and new meld into a harmonious unity that backdrops the odd individual touch. And, to add a final touch, a café will soon open here too, offering top-notch brews and juices.
Nanushka launched its first collection in 2006. By 2017, the brand could be found at such luxury stores as Browns in London or the Galeries Lafayette in Paris, where a pop-up stand appeared for the Christmas season. At the start of 2018, Nanushka made its debut at New York Fashion Week, and set up its first overseas pop-up store in Los Angeles.
In parallel with this wider international profile, it was becoming increasingly important for Nanushka to develop a larger flagship in Budapest which best reflects the brand. After the closure of its shop on Deák Ferenc utca and the opening of a temporary outlet in the meantime, Nanushka was keen to get the Bécsi utca store off the ground.
As sunshine floods in through the picture windows from the street, the visitor enters this imposing showroom, with its grandiose ceiling, as if it were the living room of a discerning world traveller, where every piece of furniture and accessory has its own history.
The interior does not reflect one particular influence but takes its inspiration from various sources. Far Eastern elements combine with those from the West, Persian carpets and Modernist lamp sit alongside each other, surrounded by industrial bare brick.
As explained by Péter Baldaszti, co-owner of Nanushka, creating this new shop concept was a collaboration with Szandra Sándor, the founder designer of the brand, and architect of local Urba studio, Marci Lengyel. The entire store was set up in a way to reflect the message behind the brand and to become a landmark in Budapest.
Making the Nanushka label further detach itself from the fast-fashion trends, features across this unconventional outlet promote a leisurely lifestyle. Customers can browse the collection in casual comfort. Meanwhile, plentiful personal touches, including books, handpicked furniture and ceramic decoration, provide a homely atmosphere.
And then, there's the café that completes the store, reflecting this same ambience and adding an extra twist to the shopping experience. Currently operating in a test phase, this caffeine-infused corner serves specialty java supplied by the Hungarian Awaken roasting company, fresh-fruit concoctions from the local Juiceline brand and fine Eastern teas provided by Budapest-based label Zhao Zhou.
With this chic combination of sundry snazzy styles and elements, this new Nanushka outlet should provide a sophisticated yet relaxed shopping experience within Budapest's high-fashion scene.
