The redesigned Wormland flagship store concept at Hannover offers an ultra-modern environment to present fashion collections to the discerning urban male. Designed by Blocher Blocher Partners, the store is a stunning mix of club atmosphere and the adventure spirit presented through store design and visual merchandising.
The men’s fashion brand Wormland recently unveiled its redesigned flagship store in Hannover, to offer its collections in a highly urban setting. “Customers at Wormland Men’s Fashion are not only into clothes. They are buying manliness. The world of these men is easy going, cool and rough, but it also has plenty of room for feelings. You might say this is where a club atmosphere meets the adventurous spirit, with a healthy dose of zeitgeist,” says Angela Kreutz, Partner at Blocher Blocher Partners. According to the brand, the progressive store design is the perfect expression of Wormland’s typical concept of style groups, which are not defined by age but by shared preferences for art, music, fashion and lifestyles. The dramatic store front makes a masculine statement with a three floor high glazed façade that flaunts a closed back window and an interesting view of an eclectic spiral staircase. The store is spread across four floors of retail space, each measuring approximately 1,500 sq m from the basement up to the second level. Backlit router cut metal letters brand the building at the store entrance level and the building top. The urban store design concept and the fashion offerings come together to create a unique store experience. The store concept’s sophisticated monochromatic color palette is rendered across the entire environment across forms and finishes. A dark flooring, in an anthracite-coloured stone called Basaltina, and a dark stripped down ceiling create a backdrop to draw attention to the spectacular winding staircase and abstract drop ceiling highlights. Store fixtures and furniture are made of a combination of lacquered tables and minimalistic black metal hardware. They draw focus to the fashion merchandise and statements across different categories in the store. Architectural finishes like bare brick walls, distressed wood and graffiti add interesting highlights to the sophisticated environment. A boutique style accent lighting concept adds drama to the store presentation and visual merchandising. Stylized and ‘posing’ headless mannequins present the brand fashion statements in the store window and across focal points in the store to attract and entice customers to engage with the merchandise.