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Window creation

Maison Ullens

The Client

A label born in 2010 in Belgium, led by Founder, Myriam Ullens, and Artistic Director, Véronique Leroy; Maison Ullens is embodied in a specific concept: knitwear - and more specifically cashmere. Implying ultra-subtle luxury, the brand trademark alters volumes and sections of warp and weft, and appropriates a fashion vocabulary. 

Functioning as a hybrid, it asserts a true product and assumes an overall wardrobe for women today. 

It reveals, through sleek structure, an obsession for refined and thoughtful details. Their garments are often reversible and can be worn several ways, thus ensuring the lightest luggage. 

Maison Ullens, home of luxury ready-to-wear travel apparel, claims, along with a smart double wear, well-being, freedom and sensuality.

Challenges and constraints

With fall coming, Maison Ullens commissioned a window to communicate the beauty of the noble materials they use in their collections.

The constraint was their narrow and dark windows.

Studio Merchanfeeling’s answer: the "Thread window"

The “Thread window” created by Studio Merchanfeeling makes large the narrow windows through LED light frames which surround each window. They keep true to the colour theme that references the fall collection by using one dominant colour per window. A mannequin is displayed at the centre of a unique construction composed of 60 threads of noble materials: Silk, Cashmere and Leather.

The results

The dynamic and colourful construction of the window highlights the collections that seem to come out directly from the material. Simple and elegant !