From Logo to Space: The Concept Behind the KABE Store
Retail design often begins with the identity of a brand. Logos, colours and graphics are typically translated into materials, signage or visual details within a space. But occasionally a brand mark offers something more: a spatial idea.
During the early concept stages of the KABE retail store, one element of the brand identity stood out immediately. Within the logo itself, the negative space between the letters K and A created a subtle shape that felt both intentional and expressive. Rather than treating the logo purely as a graphic element, this negative space became the starting point for the spatial concept of the store.
What began as a graphic observation soon developed into the central organising idea of the interior.
The Thread Between Fashion and Interiors
The concept for the KABE store was built around the idea of a thread connecting different worlds. The brand sits at the intersection of fashion, craft and culture, bringing together influences that range from textiles and garments to objects and interiors.
This idea of a thread became a metaphor for the design process. Just as a thread weaves through fabric to create structure and continuity, the interior design sought to create a spatial language that connected seemingly different elements into a coherent whole.
The store was therefore conceived as a series of spatial moments linked by a continuous design idea. Each element, from display furniture to circulation paths, contributes to a narrative that reflects the brand’s identity.
Discovering the Shape Within the Logo
The turning point in the design process came from studying the KABE logo more closely. The negative space between the K and A forms a subtle geometry that feels both balanced and dynamic.
Rather than treating this as a purely graphic detail, the design translated this shape into a spatial gesture. The negative space of the logo became the inspiration for the central display table, which acts as the focal point of the store.
By transforming a graphic detail into an architectural element, the design establishes a direct connection between brand identity and spatial experience.
The logo is no longer only something applied to the walls. It becomes part of the architecture of the store itself.
The Central Display as Spatial Anchor
Retail interiors benefit from having a clear focal point. In the KABE store, the central display table serves as this anchor, organising the surrounding space and guiding movement through the interior.
Its form echoes the geometry derived from the logo, subtly reinforcing the connection between graphic identity and spatial design. Visitors may not immediately recognise the reference, but they experience the coherence it creates.
The table also functions as a moment of pause within the space. Rather than filling the store with dense displays, the design allows certain elements to stand out and breathe, encouraging visitors to engage more closely with the objects on display.
This approach aligns with the broader concept of the store as a curated environment rather than a traditional retail layout.
Designing Through Concept
The KABE store demonstrates how a small observation can evolve into a guiding design principle. By translating the negative space of a logo into a physical object, the design establishes a continuous thread between branding, spatial form and visitor experience.
This process reflects a broader design philosophy in which concept plays a central role. When a clear idea informs the design from the beginning, each element of the space becomes more intentional and connected.
In the case of KABE, the thread that links fashion and interiors also connects graphic identity with architecture. The result is a retail environment where branding and space are not separate layers but part of the same narrative.
Related Projects
KABE Retail Store
Retail interior design project