Mod­ern Mas­culin­ity

VM&RD - - INTERNATIONAL DESIGN -

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.

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