Interior design is increasingly becoming the creation of spatial experiences and the storytelling of compelling brand narratives. This is precisely how we approached the design of the Pile i Vile shop, a place that sells machines for landscaping gardens, lawns, and forests.

Our first step, following a meticulous store inspection and a customer movement analysis, was to 'liberate' the view towards various product categories and introduce a touch of nature into the interior. The space had previously felt cluttered and challenging to navigate due to the arrangement and dimensions of the displayed products, and the flow between sales and service areas was unclear.

The interior now exudes an airiness achieved through clear lines, bright colours, and natural materials - elements characteristic of Scandinavian design. The dominant vertical elements within the space are associated with the verticality of forests and trees.  

Upon entering the store, a distinct separation was established between the sales, service, and product display and testing zones. The irregular grid formed by the wooden vertical elements not only accentuates the space's height but also creates a forest-like ambiance.

This grid also serves to separate product categories and provides space for product descriptions, enhancing store navigation. Furthermore, a dedicated section is reserved for showcasing electric bicycles, a novel addition to Pile i Vile’s offerings. These bicycles are elevated through a custom display designed in the shape of a mountain, evoking the ideal terrain for enthusiasts of sports and adrenaline-fueled rides.



Damjan Geber (Creative Director)

Zoja Ivanišević (Project Manager)

Kristina Volf (Design Lead)

Ena Tadej (Architect)

Ines Borovac (Product Design Intern)

Domagoj Blažević (Photographer)