The 58 designer brands carried by high-end fashion store Oblique Men found a new home in the Netherlands when its flagship branch opened in Utrecht, blending classic and urban design with a shock of teal to tie it all together.

The color isn’t so much teal as it is emerald — HI-MACS Emerald, to be exact. HI-MACS is an eco-friendly, acrylic solid surface material that blends the durability of natural stone with the design flexibility of wood.

Amsterdam-based boutique design studio The Invisible Party opted to use it as a modern material amid the flagship’s more classic elements, but they didn’t stop there.

Amsterdam-based boutique design studio The Invisible Party designed the store.
Photo: Sal Marston Photography
Amsterdam-based boutique design studio The Invisible Party designed the store.

The Oblique Men shop is designed to mimic the “classic (often Italian) heritage and urban aesthetic” of its brands, prompting The Invisible Party to merge two formerly separate spaces with “a contemporary feel and sophisticated edge.”

Slanting lines are a motif throughout — from the angled footwear displays to the sloping projections on the ceiling, walls and changing-room doors. Even the wood flooring was installed on a diagonal, though intermittently interrupted by flecked terrazzo.

Slanting lines are a motif throughout.
Photo: Sal Marston Photography
Slanting lines are a motif throughout.

According to The Invisible Party, the various lines actually create sightlines for shoppers who are led along the products.

The flagship store also features a turquoise accent wall paired with plush, square seating in the same hue — evidence of the more classic design elements.  But at the entrance, the designers dipped into modernity with an accessories cabinet that screens the window from the store.

“The material diffuses light in such a way that silhouettes are visible but fuzzy,” The Invisible Party says of the cabinet on its website. “As such it forms a dividing line between inside-outside, on display-hidden.”

The flagship store also features a turquoise accent wall paired with plush, square seating in the same hue — evidence of the more classic design elements.
Photo: Sal Marston Photography
The flagship store also features a turquoise accent wall paired with plush, square seating in the same hue — evidence of the more classic design elements.

So what is the combined effect of this aesthetic?

“In sum, the design for Oblique Men puts contemporary, urban men’s fashion on a pedestal.”



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