swedish shoe brand gram has entered the retail arena, launching a store of its own in stockholm's popular södermalm district. the shop is designed by local architect jenny askenfors who designed a unique retail environment inspired by the very location itself. the result is a white-washed space, filled with stacked asymmetric blocks in a similar hue that serve as displays, while wall-mounted shelving present more of gram's coveted shoe offerings. a quirky visual contrast is offered by a lamp shade in black leather and adorned with red shoe strings, a vintage game table with artfully tweaked legs and understated concrete flooring. the new gram store offers the brand's complete range of shoes. known for its quirky hybrid aesthetic, models playfully capture classic silhouettes in appealing sneaker styles. this marks the kick-off of a global retail expansion, and we hear that another store has also opened its doors in the south korean capital seoul. location: södermannagatan 16 [södermalm].