ALTRNTV Concept Store

Authors’ Comment

The interior design of ALTRNTV SHOP starts from a double responsibility: integrating into a historic and protected context – the first floor of Hotel Palace, a listed heritage building on Constantin Mille Street no. 18 – and expressing the values of the ALTRNTV brand: sustainability, inclusion, circular economy, and support for local creativity.

The project was driven by the brand’s need to find a new physical home, a place that reflects and amplifies these values. The initial space, consisting of two rooms and a corridor, was reconfigured into a fluid and unified environment, able to combine multiple functions: a store for sustainable products created by Romanian designers, a specialty coffee shop, an alternative art gallery, and a venue for cultural events. Thus, ALTRNTV is not just a store, but a manifesto for a responsible and supportive lifestyle, where interior architecture becomes the main tool for transforming a vision into a tangible experience. Architecture here is simultaneously an act of design, a social gesture, and a commitment to sustainability. Located in a heritage building and conceived as a polyvalent space, ALTRNTV becomes a bridge between past and future, between heritage and avant-garde.

The spaces are open and flexible, encouraging inclusion and social interaction, while interventions are designed to be reversible so as not to alter the original structure. Contemporary architecture becomes an added layer, highlighting historical details and integrating them into a contemporary experience. The sustainable dimension is reflected through upcycling and reuse: existing furniture was recomposed, lighting fixtures were handcrafted from papier-mâché in collective workshops, and the textiles used for seating are made of Piñatex – an ecological alternative to leather, obtained from pineapple leaves. These gestures are not only aesthetic solutions but also expressions of an ethical and participatory commitment.

A central element of the design is the interactive installation – a kinetic clock created from scratch together with designers and the ALTRNTV team. This piece goes beyond its functional role and becomes a visual metaphor of circularity, representing how resources can be endlessly revalued. Combining engineering and visual poetry, the installation becomes the spatial identity symbol.

ALTRNTV SHOP shows that interior architecture can go beyond aesthetics, becoming an instrument of change and social responsibility. The project combines five major directions: socialization and inclusion, experiment and avant-garde, object design, heritage and culture, sustainability. Through this vision, the commercial space becomes a cultural and social platform, a dynamic and participatory place, able to generate dialogue, reduce environmental impact, and bring added value to the community.