- Project: Jeanslab
- Architect: URBANJOBS
- Location: Turkey, Istanbul
- Year: 2022
The Jeanslab store in Istanbul by URBANJOBS tackles a unique design challenge: creating a gender-neutral space while supporting the client’s goal of boosting women’s clothing sales. The result is a retail environment that balances masculine and feminine design elements, offering an inclusive shopping experience while reinforcing brand identity across multiple locations.
Balancing Gender-Neutral Design with Business Goals
The employer’s brief was clear yet challenging: despite the existing 70/30 sales ratio between men’s and women’s clothing, the store should appeal more to women without alienating men.
URBANJOBS approached this through materiality and atmosphere:
-
Textures, ceiling tones, and wall colors were selected to evoke inclusivity.
-
Masculine modulation forms combined with metallic tones created visual strength.
-
A specially developed lacquer-like finish reflected both masculine clarity and feminine softness under light, forming a dual aesthetic that resonates with all customers.
A Flexible Concept for a Multi-Brand Retailer
Jeanslab operates as a multi-brand retailer, where the proportion of products changes by store location. This variability often led to fragmented design languages across the chain.
URBANJOBS responded by establishing a unified modular system:
-
Standardized wall systems that can be quickly installed across stores
-
Consistent modulation sizes that ensure visual continuity
-
Differentiation through ceiling colors and furniture to avoid monotony
This system ensures consistency across multiple outlets while allowing each store to feel distinct and adaptable.
Efficiency Through Standardization
The modular approach delivered major advantages:
-
Reduced on-site production time
-
Standardized off-site manufacturing for cost efficiency
-
Faster construction timelines with minimized labor requirements
-
Budget optimization for the client while preserving brand identity
This strategy highlights URBANJOBS’ expertise in scalable retail design, where design integrity and economic efficiency go hand in hand.
A Unified Yet Dynamic Shopping Environment
The repeating modules within Jeanslab are not static. Each is designed to take on different functions, creating a space that is visually cohesive yet dynamic. By integrating various retail functions into a single typology, URBANJOBS achieved a holistic composition where design lines guide the customer experience without becoming monotonous.
