Fitting Forward

Fitting Forward is a new Hamburg concept store, in which Bitten Stetter and Jutta Südbeck cheekily show what is normally reported in hushed tones and where overall social design processes are reflected.

As a room-in-room-installation by the artist Arne Klaskala it astonishes and irritates with the unexpected. Perspectives are distorted by corners and angles; deep black lacquered surfaces enable immersion into changing characters. Drawings vanish and illustrations trickle off, while the three dimensional walk-in sketchbook puts the visitor off balance.

Pioneering avant-garde creations by international designers are selected and presented in an original way. Fitting Forward presents itself in a temporary way, exchanging its spatial art, fashion, products and accessories every two months. In-your-face styles appear and then disappear again, because designers and artists make a noise only briefly before they have to give way to the next thematic storm, bringing with it new faces.

The concept store goes hand in hand with Fitting Tales, the textile publication by Bitten Stetter. The design content and rhythm vibrate in the same frequency. The essence of fashion and her personal view on the theme worlds both end up in the box and are conveyed to the real world as marvellously dressed stories, distributed either by subscription or through other shops and galleries.

After the first theme scheme called "TalenTierT- der Zoo der EinzigARTigkeiten" (Naturally Gifted - Zoo of Uniqueness) now "GrossstadtNeurotik & MetropolenMassaker" (City Neurosis & Metropolitan Massacre) is calling the tune since February 1st, 2009.