Basler

VM&RD - - CONTENTS - Chanda Ku­mar

A touch of pink with the shim­mer of metal cre­ates a flam­boy­ant yet el­e­gant space for Basler to show­case its new­est col­lec­tion. De­signed by Stuttgart-based Blocher Blocher Shops, this new look for Basler flaunts the brand with an ex­tra dash of glamour for the style con­scious.

Founded in 1936 in Ber­lin, Basler is now an in­ter­na­tion­ally es­tab­lished brand and is rapidly ex­pand­ing with its own stores across all con­ti­nents. The renowned fash­ion la­bel puts the spot­light on qual­ity con­scious and stylish women, of­fer­ing mod­ern twists on clas­sic styles that trans­late into easy wear­ing fash­ion.

The brand's visionary cre­ative di­rec­tor Brian Ren­nie, is called the "King of Cou­ture" with a rep­u­ta­tion of dress­ing celebri­ties like Kim Basinger and Jen­nifer Lopez and the late Princess Diana among his clients. His com­ing on board was to give a de­signer sig­na­ture to Basler as a brand in its fash­ion of­fer­ings and ex­tend it into its brand-new show­room in Dus­sel­dorf.

“With its new ap­pear­ance, Basler is em­bark­ing on an ex­cit­ing jour­ney with­out aban­don­ing tradition. The same qual­ity with an ex­tra dash of glamour, and al­ways with the style-con­scious woman in mind,” says An­gela Kreutz, Part­ner at Blocher Blocher Part­ners.

Ac­cord­ing to Blocher Blocher, a show­room is the call­ing card of a fash­ion brand. It dis­tils a com­pany’s self-im­age, sets the look and the sig­na­ture. “With Basler, that means fem­i­nin­ity, el­e­gance and joie de vivre. In Düs­sel­dorf, the de­sign­ers from Blocher Blocher Shops cre­ated the per­fect set­ting for the la­bel’s fash­ion­able flo­ral prints and jun­gle pat­terns from silk to satin,” An­gela adds.

The store is high on style where glossy fin­ishes and de­sign el­e­ments cre­ate a posh yet truly pretty space. The store is pre­dom­i­nantly done with var­i­ous shades of pink, grey and white. A light grey con­crete wall em­bossed with Basler but­ter­flies forms the back­drop of the show­room – a mnemonic sig­na­ture that also runs through the col­lec­tion. The grey wall meets a glass façade in front of which hangs a soft, golden-black cur­tain. The scene opens out onto the show­room’s colour sen­sa­tion.

The de­sign­ers at Blocher Blocher Shops faced the chal­leng­ing task of turn­ing the 1,000-square-me­tre space into a show­room that would be both im­pres­sive and in­ti­mate. To ac­com­plish this they di­vided the space into three cubes de­fined by per­fo­rated by metal walls.

“These semi-trans­par­ent room di­viders hang like cur­tains from sus­pended ceil­ings that are painted in vary­ing tones of grey. Thus pri­vate spa­ces are cre­ated in which the Basler col­lec­tions are pre­sented on el­e­gant bar­rens,” An­gela ex­plains.

The cubes form ex­tended, rounded tri­an­gu­lar shapes which cre­ate flow­ing path­ways. And with no vis­i­ble sup­port struc­ture to in­ter­fere, the space re­tains the sense of airi­ness.

While the tex­ture of the walls al­lows a glimpse of what lies be­yond, the spa­tial con­text is pre­served. “The half-open ar­eas of­fer seem­ingly end­less new per­spec­tives – from with­out as well as from within. At times one’s glance is drawn di­rectly to the cen­tre of the space; at other times, the half-trans­parency im­plies an in­ti­mate con­trast to open­ness,” An­gela adds.

Cre­at­ing a colourful sec­tion in the store is the ac­ces­sories wall, whose large-for­mat flo­ral pat­tern aban­dons it­self to pure pink. Con­trast­ing with this back­ground, white back­lit dis­play boxes frame the hand­bag col­lec­tion.

A white plat­form leads as a cat­walk from the en­try­way to the cen­tre fea­tur­ing the col­lec­tion on styl­ized re­al­is­tic man­nequins. Be­hind it ex­tends the lounge area where a light grey car­pet cov­ers the show­room’s sil­very stone floor­ing, and fur­nish­ings in pink, white and grey dot the land­scape. Cus­tom-made round light fix­tures ringed in black add soft lighting to the area.

Basler plans to use the show­room’s de­sign con­cept in fu­ture shops, which will also be de­vel­oped by Blocher Blocher

Client

Basler Fash­ion GmbH, Gold­bach

In­te­rior De­sign | Shop Con­cept

Blocher Blocher Shops, Stuttgart

Wall Graph­ics | Visual Mer­chan­dis­ing Pho­tog­ra­phy

Blocher Blocher View, Stuttgart

Photo Cred­its

Klaus Mel­len­thin for Blocher Blocher View, Stuttgart

Shop­fit­ting

Gan­ter In­te­rior GmbH, Wald­kirch

Lighting

elan Beleuch­tungs- und Elek­troan­la­gen GmbH, Cologne

Spe­cial Lights

PSLab GmbH Stuttgart

The store is high on style where glossy fin­ishes and de­sign el­e­ments cre­ate a posh yet truly pretty space

The store is a per­fect set­ting for the la­bel’s fash­ion­able flo­ral prints and jun­gle pat­terns from silk to satin

A light grey con­crete wall em­bossed with Basler but­ter­flies forms the back­drop of the show­room

The ac­ces­sories wall, whose large-for­mat flo­ral pat­terns con­trast with this back­ground in which white back­lit dis­play boxes frame the hand­bag col­lec­tion

Semi-trans­par­ent room di­viders hang like cur­tains from sus­pended ceil­ings that are painted in vary­ing tones of grey, thus cre­at­ing pri­vate spa­ces for the Basler col­lec­tions

A white plat­form leads as a cat­walk from the en­try­way to the cen­tre fea­tur­ing the col­lec­tion on styl­ized re­al­is­tic man­nequins

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