Scan Magazine | Design Profile | Rossignol
Rossignol’s Oslo flagship store.
From the top of the Alps to the streets of Oslo When the French high-quality sport-chic brand Rossignol decided to open up its first ever flagship store, the choice of location was obvious. Nowhere in the world is the spending per capita on sports and sporting goods as big as in Norway. By Linnea Dunne | Photos: Rossignol
“Scandinavians are well-known for their love of nature, winter sports and especially skiing – both Alpine and Nordic. As one of the greatest ski brands out there, Rossignol has conquered a strong position in Scandinavia for decades,” says Alessandro Locatelli, CEO of Rossignol Apparel. How the brand stands out? With a special flair for classy, French chic, he asserts. “Many Scandinavian brands have full focus on function – and they do it really well. We have added attitude and flair to performance, blending unique style with function. Rossignol cares about shapes and fits that, while functional, look beautiful and modern; contemporary colours mixed with a more than 100-year heritage touch is part of what makes us stand out.” That bridge between functionality and style is very timely in a world where the 14 | Issue 107 | December 2017
lines between sport and urban are blurring – and it is something Rossignol is carefully capitalising on. Having moved from the professional athlete realm into more casual mountain resort wear in recent years, the brand now also proudly boasts a line called the Studio Collection, designed by Italian fashion designers with the aim of bringing the French ski wear giant to the street and people’s everyday lives. “What’s streetwear today? It’s very natural these days to dress in sporty, functional clothes – it most certainly is in downtown Oslo!” says Jerke Nyman, Rossignol Group’s country manager for the Nordic region. “Here, skiing areas are only 20 minutes away from the city; in the winter, you’ll see people on the subway with their skis, on the way to go skiing. We want to offer our customers competence and elegance.”
For the new Oslo flagship store, Rossignol Apparel had to up its game, linking products to an experience and creating a consistent mix of apparel, footwear and hard goods. “We have focused on the most innovative, high-end products, which you usually won’t find in general sports shops,” Nyman explains. “We’ll also give the customer a more personal shopping experience, including a workshop area allowing you to customise your gear. And don’t be surprised if you end up with an expresso or a drink while trying on a new pair of alpine boots or the ultimate outdoor jacket!” Loved by everyone from the fashion fanatics at Milan Fashion Week to athletes such as Martin Fourcade from France, 11 times world champion, winner of two Olympic gold medals and specialist in Nordic skiing and biathlon, Rossignol sure seems to be onto a winner with its sport-chic apparel. Web: www.rossignol.com