Thinking Mu Pop-up Store by Isern Serra

It is becoming more and more frequent that brands opt for pop-ups, integrating an ephemeral characteristic to the location and their products, adding exclusivity to the experience. One feels almost fortunate to be able to visit these pop-ups, which continue to show new creative and design proposals.

For their first pop-up store, and for the rest that will be following all over Europe, Thinking Mu has put their trust in the well renowned architect Isern Serra. The Barcelona born and raised designer has perfectly set the scene for the colorful brand: the neutral and serene base of the space creates a cozy sensation when roaming around the shop, guiding the clients attention to the lively colors of the clothing. 

We often enter the stores and, whilst shopping, almost intuitively, and go straight to look at whatever product we are attracted to without really reflecting about the impact that the space has on our mood, energy and, specially, patience to look for something that we will want to buy. Our eagerness to walk around and the possibility of being drawn to a certain object is so much stronger when the room is inviting. And this is exactly what Isern Serra has materialized. 

The pop-up store is a work of art itself. It is a pure piece that merges the architecture and interior design expertise. The simplicity of the predominant warm white tone is tastefully matched with the details of the furniture and the decorations. The round shapes, the dynamic curtains and the touches of illumination provide the space with a characteristic beauty and sensitivity without generating noisiness. The ephemerality of the store is almost forgotten as we enter: because of the exquisite design, it feels like the shop can never disappear. 

Another element that brings vivacity is the art of Alejo Palacios, whose paintings have inaugurated the establishment. In fact, the store acts also as a meeting point for the city’s art scene, hosting workshops and exhibitions. The space is truly a display of appreciation for all types of art whether it is fashion, architecture, sculpture and paint. A design epicenter where quality, fabrication and utility are an inherent trait of every piece, where the furniture is conceived as a masterpiece, locally sculpted. Creating a space where all arts are cherished is actually the motivation behind the conception of the Thinking Mu pop-store. 

It is the right representation of the brand’s slogan: “Por amor al arte” [for the love of art]. Through sculptural pieces, collaborations with artists and other brands in Barcelona, such as Rowse Beauty, GIGIStudios, Olend, Deren Rice and Omote Sando, Isern Serra has truly given shape to the brand’s philosophy. The slogan, as well as the current collection of the brand was also baptized with that motto in mind with the aim to transmit their philosophy. Created in 2008 by Pepe Barguño and Miquel Castells, Thinking Mu’s time and effort relies on things they love without expecting anything in return. 

The establishment also portrays the dynamism and versatility of the collection. The clothing can be dressed up, and dressed down for any occasion and, in a similar way, the pop-up too. The Barcelona store, which will be open for three months, has been designed with modular and transportable furniture that could be reproduced in other locations and cities around Europe.

The result is a serene, candid and neutral space evoking the strong advocate to natural and eco-friendly manufacturing of Thinking Mu.