Brand—Space

34
Fig. 5.16
Kasthall Display
35
http://www.kasthall.
com/en/about-kasthall
36
http://basid.se/case/
kasthall/
Kasthall is rug and textile company from
Sweden that have been designing for interiors
since 1889. ‘Kasthall is about transforming
a vision into a realistic design solution for
the floor.’ 35 They state that there are three
ingredients in creating a Kasthall rug: expertise,
craftsmanship and design understanding. BAS
had to then translate this into a physical store
space. They describe the store as a ‘new artistic
scene… displaying unique carpets.’ With the
use of, ‘natural, raw elegance enhancing the
softness of the products.’ They list the keywords
as: innovation, durability, craftsmanship and
personal expression. So this should be something
built to last, and the design of the store with ‘raw
concrete floors’ and ‘dark natural colours,’ the
materials evoke this and the contrast amplifies
this, it gives it a premium quality look – and feel.
After all, this if a textile company and so the
ability to feel the products is key. Even the use of
displaying the raw wool used in their products
draws people to that connection between
material, process and product. 36