Project details
Author: DEKI studio design
Client: Fitmeup
Project date: October 2022
Project location: Kallithea, Athens
The design of the Fit Me Up store was approached from the outset through a strategy of reduction and restraint. Within the constraints of a limited scale, the architectural design is not treated as an autonomous formal statement, but rather as a supportive framework for the space’s function as a retail store. The interior is conceived as a neutral architectural backdrop, aimed at highlighting the product and establishing a clear hierarchy in the user experience, while avoiding any design excess or competition with the displayed content.
The central architectural concept unfolds through the use of natural materials, soft textures, and a restrained palette of neutral tones. The absence of strong color is a deliberate choice, allowing the perception of the space to be shaped primarily by the relationships between light, materiality, and geometry. Surfaces are designed as continuous and homogeneous, functioning as a background that does not distract from the displayed merchandise.
Particular emphasis was placed on the management of materiality. Matte finishes and natural textures were selected for their low reflectivity and their ability to introduce depth without morphological overload. The architectural composition remains minimal and structural, with each element integrated into a coherent system of proportions and functional relationships.
Lighting was treated as a tool for spatial articulation and product display. It was designed with controlled intensity and clear direction, guiding visual perception and enhancing the presence of the garments without creating harsh contrasts. This lighting strategy contributes to the legibility of the space and to the subtle organization of user movement.
Although the store remains intentionally minimal, it retains a clear design identity. Through textures, proportions, and the clarity of the composition, the space reflects the aesthetic of the FMU boutique: contemporary, timeless, and carefully considered down to the smallest detail.
