húrra reykjavík debuts new flagship store

21 Oct

If you live in Reykjavík, you know Húrra. If you don’t live in Reykjavík, you should visit next time you’re in town. Stocking all of the coolest streetwear and Nordic brands, Húrra has become the place to go for the latest threads since its inception in 2014. For the past 6 years, they have had two separate stores, one for womenswear and one for menswear, both on Reykjavík’s up and coming Hverfisgata. As of last month, the team took over a new space at Hverfisgata 18A, joining both stores in a lofty, new space.

Designed by HAF Studio, the store is bright, airy and inviting. There is plenty of space to browse and try items on, while the neutral white, metal and wood palette acts as the perfect backdrop for the clothing, shoes and accessories to stand out. The new store is split into a womens and mens floor, but you’re encouraged to shop from all the rails as most of their stock is unisex, and trust me when I say I want it all – from Eytys, to Han Kjøbenhavn, Stone Island, The North Face and Wood Wood, Húrra have it all.

We spoke to Húrra’s Marketing Communications Manager, Sara Sigríður Ólafsdóttir, about the new store and a new journey for the brand.

Where did the inspiration for the new store’s interior come from?

Jón and Sindri, the owners of Húrra Reykjavík, have always had a strong vision for the look of the stores. Jón and Sindri worked closely with Hafsteinn Juliusson and Karítas Sveinsdóttir from HAF Studio while designing the interior of the store. HAF Studio is a multidisciplinary design studio that takes on a range of different creative projects from full concept developments to creative direction. We also repurposed a lot of the installations and furniture from the previous stores that give the space a familiar feel even though its new. They researched other clothing stores they admired in Europe and The U.S., their biggest inspiration was Voo Store in Berlin.

How is it having both mens and womenswear in a joint space?

We are really excited about having a joint store for men and womenswear and it felt like the next step for the company. First of all, it’s just a lot easier for the customers and the staff to have a joint space. This style is also more common in other countries but not in many stores in Iceland, so this makes us stand out. I think it also encourages our customers to shop in the other section as a lot of our clothing is unisex and they shouldn’t feel uncomfortable browsing in both.

I noticed the HÚRRA logo has also had a makeover – what was the thinking behind this?

Yes! With the opening of a new store, it felt natural to freshen up the brand image. We spoke to Júlía Rúnólfsdóttir a graphic designer who we’ve worked with many times before. The new logo is set in an elementary sans serif typeface. It has a plain character, but by choosing the condensed version, it subtly colours the look and feels fresh and modern. We are also working on changing all of our packaging, gift cards and etc. so it’s very exciting!

What is your favourite part of the new store?

I find it hard to pick a favourite part of the store as it is such a visually pleasing space, but if I have to pick something, it is the use of stand-out colours in the store. The store has a very obvious theme around it, silver, black, wood and neutral colours, but with the pop of dark orange curtains in the changing rooms in the men’s section and the beautiful light green colour in the women’s section, it makes it stand out even more. I also love the use of plants and flowers in the store which feels very welcoming.

What 3 words sum up the new store for you?

Innovative, modern & beautiful.