Fashion with Attitude
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