Left, the entrance at Mouche the Apartment, and right, a selection of images found in the studio and office space.
Text Magnus Wittbjer Photography Micha van Dinther
Being retailers ourselves we have long been curious to see what Johanna Silver and her colleagues have created with Mouche the Apartment. As the name suggest, this curated vintage furniture and fashion shop is housed in a real apartment located in the affluent Vasastan neighborhood of Göteborg, Sweden’s third largest town.
Left, each room seems to take on its very own personality, and right, carefully curated objects are placed around the apartment.
Black and white images are posted directly on the walls in the studio office.
Upon entering Mouche, the impression that someone actually lives there is very present.
The rich colors and somewhat decadent but not contrived decor tells a story. A few scattered knick-knacks, car keys and odd pair of shoes are as unexpected as they are important vehicles to keep the impression real.
Left, our favorite room is the studio office, and right, a vintage bookcase with greenery.
Like with our own physical retail experience TypeOrary (sign up to the TypeOist newsletter to find out about upcoming events), everything at Mouche the Apartment is for sale.
Left, one of Mouche's strengths in the carefully selected color scheme, and right, the studio office.
While in Gothenburg, we also did:
A cool interior design shop in Göteborg’s central shopping district.
Interior, fashion and food housed in a department store that is designed to feel like a market hall.
The coffee place next to Artilleriet. Evidently the place to see and be seen at in Göteborg.