Linnéa Samia Khalil became a designer by chance. From the beginning, it was music that mattered, but in the 2020 pandemic, her tour was cancelled for obvious reasons. Here, designer Linnéa Samia Khalil talks about the meeting of maximalism and minimalism in the newly opened Malmö store.
Text Charlotta Flinkenberg Photo Lina Arvidsson
Do customers understand this concept, with rental and the possibility of made-to-order clothing?
"It already says 'Rent or buy' on the window of the store in Malmö. And we have also placed signs in the store informing them to ask us. But not everyone understands that sustainable production costs money. Yesterday, a Swedish lady came inside and her jaw dropped and thought the clothes were very expensive. After her, a Danish lady came in who said that on the contrary, it’s very affordable. The Danes like to shop in Malmö because our Swedish krona is so weak."
In connection with the Southern Sweden Design Days 2022, three Malmö-based designers showed their garments at Studio Elfa. Pampas was one of the brands, and the newly opened store is furnished with Elfa from floor to ceiling.
"I also have Elfa systems at home, as well as in the old workshop part."
In addition to the creative height that the brand exudes, the Malmö store has a ceiling height of five metres and every single centimetre has been used for the interior design.
"Elfa added an extra section. The system is incredibly flexible in this way. It’s fun to be able to build up so high! At the top, we place showpieces that are more like decoration."
Linnéa
