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FASHION x FOOD

Shared Products

Sustainability appears to be the key to a better world. At least to one where the majority want to live more responsibly. Seasonal, regional, local – you know the score. But sustainability also means thinking creatively about obvious synergies – and focussing on a product that works on different levels.

Buzzword: mushroom. This well-known product is the latest “superfood”. It combines fashion and food and is linked in various ways within the shared space. The common mushroom is therefore a great example of the pervasive, extremely modern lifestyle and values that many people agree upon. So the spotlight once again falls upon a steadily increasing return to a holistic approach. Those who eat responsibly also want to dress sustainably.

While on the rented stalls in the food hall people’s taste and vision is being inspired by rose and lime mushrooms or white pom-pom mushrooms, in the shared space they are learning how vegan leather is made from tinder fungus, a mushroom with a 4,000-year-old tradition. This plant is symbiotically uniting these two single-subject stores.

In the shared space, the range is intuitively diversified. Not only by placing products side by side, rather by combining one central product from two different sectors to jointly create a new one.

The mushroom as the unifying protagonist – the connector – is displayed in various states in-between the opening of two individual shops. In its original state, cultivated on rented stalls and served on the plate. Made into leather on a workbench and even as a final product in the form of a shopping bag for on-site purchases.

Two areas that both turn the mushroom into a common theme, innovatively revive it and even impart knowledge. It’s a sophisticated holistic approach, down to the very last detail.