Gold and Sport by ESCADA
Surrounded by luxurious boutiques, restaurants and hotels, the new store launched by the luxury fashion label ESCADA in Donetsk, Ukraine accentuates the contemporary elegance, cool glamour and alluring femininity of the brand’s redefined fashion direction.
Escada, the international luxury fashion group in women's designer clothing has a presence in about 60 different countries. It recently launched a new concept in Donetsk, Ukraine created and designed in house with the effort of experienced and skilled architects. The store featured two concepts - ESCADA Gold and ESCADA SPORT Silver. The 155 Sqm sized store, is located on Artema Street 80A, home of luxurious boutiques, restaurants and hotels and is designed to blend with the neighbourhood building design and branding regulations. “The design of the shop front was also related to the neighbour stores and brands, the existing conditions and materials on the structural facade and last but not least to the concept design of ESCADA. We treat our double EE logo as a decorative element and we try to use is as a background for a backlit large glazed facade any time we have the condition to do it. In general the store front concept of ESCADA includes a big brass ‘ESCADA Signage,’ a ‘Double EE Logo’ above the entrance and a small signage on the window, while the door handle design also matches the design of our double EE logo. Visual and decoration display complete the image of our shop windows,” Chiara Romoli, Head of Store Design, ESCADA SE explains. Adding character to the store environment, a lush material palette renders the store concept comprised of gold impression metal and wood contrasted with contemporary materials like grey glass and nickel finish metal to create unique accents. “The store presents a stunning interior accented by unique details such as dark paving tiles and wooden walls lacquered in gold. The atmosphere is luxurious, yet relaxed. Lounge areas and decorative elements like vases create an environment that allows the customer to feel indulged and also at home. The furniture system is flexible and adaptable,” says Chiara. An accented boutique lighting strategy helps add opulence to the ambiance. Chiara explains, “The lighting elements have different angles and power to focus the attention to the product and highlight the key pieces of the furniture such as highlight wall, freestanding fixtures, and tables”. The store presentation was designed to complement the store concept and draw
The design of the shop front was in the context of the neighbour stores and brands, and also in the concept design of ESCADA