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
Basler Fashion GmbH, Goldbach
Interior Design | Shop Concept
Blocher Blocher Shops, Stuttgart
Wall Graphics | Visual Merchandising Photography
Blocher Blocher View, Stuttgart
Klaus Mellenthin for Blocher Blocher View, Stuttgart
Ganter Interior GmbH, Waldkirch
elan Beleuchtungs- und Elektroanlagen GmbH, Cologne
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