ON WAITING - FLAGSHIP STORE
by Madison Barter
On Waiting highlights and exhibits Daniela Meichelboeck's collection in a unique way. She describes her collection to reflect the 'classic office wardrobe' but the clothes have their own personal tucks and details when looked at on a closer level. The space on New Bond Street had to tie in Daniela's concept as well as two key materials. A concrete curved structure and aluminium clothing displays complement each other, appearing simplistic but have a deeper purpose and meaning behind them. The 'SoftHard' materials work as one to convey Daniela's garments and key conceptual values.