Fash­ion with At­ti­tude

VM&RD - - INTERNATIONAL DESIGN -

Con­tem­po­rary forms and the min­i­mal­is­tic de­sign con­cept of the newly opened Bli­jdesteijn store in Tiel, Nether­lands trans­forms the in­tim­i­dat­ing feel of a fash­ion bou­tique to a shop­per friendly des­ti­na­tion. The new store con­cept de­signed by Blocher Blocher Part­ners trans­lates the brand’s vi­sion into a stunning store en­vi­ron­ment.

Bli­jdesteijn, the Dutch fash­ion bou­tique that has stood for ex­clu­sive­ness, cre­ativ­ity and qual­ity since 1833, re­cently un­veiled its new store con­cept at Tiel in Nether­lands. The store of­fer­ing in­cludes an in­ter­na­tional port­fo­lio of fash­ion la­bels like Ar­mani, Gant, Hugo Boss and Tommy Hil­figer to com­plete the ex­pe­ri­ence of a fash­ion des­ti­na­tion. The new store de­sign con­cept by Stuttgart­based Blocher Blocher Part­ners for Bli­jdesteijn has helped the store reimag­ine its po­si­tion as a stylishly sus­pense­ful fash­ion des­ti­na­tion. "For Bli­jdet­steijn it was es­sen­tial to rep­re­sent its out­stand­ing at­ti­tude to­wards fash­ion within the store. They asked for ev­ery­thing out of the or­di­nary. We em­braced those de­mands as their amor­phous new build­ing was pre­des­ti­nated to create some­thing spe­cial," says An­gela Kruetz, Part­ner at Blocher Blocher Part­ners. The re­lo­cated store is ren­dered across 3,300sqm sales floor, one-and-a-half times larger than its pre­vi­ous area. The con­cept in­ter­prets the un­con­ven­tional ideas of Bli­jdesteijn into con­trast­ing in­te­rior and ar­chi­tec­tural con­cepts for the en­vi­ron­ment at the store front and re­tail area. The flow­ing glazed store front flaunts prominent win­dows and wel­comes cus­tomers into its two en­trances lo­cated at the north­west and south, and of­fers a triple level view into the store en­vi­ron­ment. In­ter­est­ing room im­pres­sions us­ing in­di­vid­ual form styles and in­no­va­tive sur­faces create dif­fer­en­ti­ated ex­pe­ri­ences across dif­fer­ent zones in the store. Six dis­tinct style ar­eas un­fold the brand con­cept across the store en­vi­ron­ment. The Ca­sual Fash­ion and Trend zones are spread on the ground floor, while the New Clas­sic, XXL, Evening Robes and Pre­mium Col­lec­tions zones are sit­u­ated on the up­per floor. The ca­sual world is kept in warm grey, beige and cream tones. Spe­cial sur­faces in brushed wood dis­tin­guish the women’s and men’s area with their light and dark shade. The Trend zone un­folds it­self with a mod­ern vin­tage look, where the open ceil­ing flaunts tech­nol­ogy. In the men’s sec­tion ma­te­ri­als like con­crete, black­ened steel and coarse wood are ren­dered on the dis­play fur­ni­ture and dark mer­chan­dise frames. On the up­per floor, the New Clas­sic zone fea­tures high qual­ity fash­ion for ev­ery oc­ca­sion. The women’s area is light­col­ored in con­trast to the dark-grey and beige men’s area. Dy­namic wall struc­tures de­signed by the graphic artists of Blocher Blocher View pro­vide emo­tional depth. The Pre­mium

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