Shoe Sa­lon

VM&RD - - INTERNATIONAL DESIGN -

Cre­at­ing a new par­adise for ladies, Bre­uninger has re­cently opened its shoe sa­lon to of­fer one of Europe’s largest se­lec­tions of ladies shoes. This vi­va­cious and con­tem­po­rary space, of­fer­ing a port­fo­lio of high class brands in an avant-garde con­cept, makes shop­ping a pre­mium en­gag­ing ex­pe­ri­ence.

Bre­uninger, one of the lead­ing Stuttgart-based Ger­man life­style and fash­ion Em­po­rium that has stood for ex­clu­sive­ness, has opened its shoe sa­lon pre­sent­ing the widest range of women shoe in the en­tire Europe. The store in­cludes a strong mix of in­ter­na­tional la­bels like Prada, Gucci, Miu Miu, Dior or Tod`s to com­plete the shop­ping ex­pe­ri­ence for all the dis­cern­ing ladies. The store is ren­dered across 2000sqm within the em­po­rium in the base­ment. The ob­jec­tive of the new store de­sign con­cept was to up­grade brand per­cep­tion by cre­at­ing a shop­ping en­vi­ron­ment that was vis­ually com­pelling and en­gag­ing. “We have devel­oped this con­cept keep­ing in mind the em­i­nence of Bre­uninger. The aim was to cre­ate a place to make all women‘s wishes come true, by of­fer­ing one of Europe’s largest se­lec­tion of ladies shoes in a con­tem­po­rary sur­round­ing, with and for pre­mium as well as high class brands,” says Heiner Probst, Ar­chi­tect & Head of Re­tail Ar­chi­tec­ture, Liganova. Orig­i­nally in the 1970’s the space was built to in­habit a su­per mar­ket for food but with the ap­proach of Liganova, who was very well ac­quainted with the pre­mium as­pi­ra­tion of Bre­uninger, the sup­posed ‘ dis­ad­van­tage’ of this high space had to be changed into an ad­van­tage, “The main ob­jec­tive was to find a de­sign that re­sponds to the given space, the height of al­most 5 me­ters in the cen­ter, with 5 mas­sive col­umns bear­ing the floors on top of the base­ment, and the lower parts with heights be­tween 2, 3 and 3 me­ters in the side ‘pock­ets‘. Th­ese pock­ets re­spond with their de­signs to the mer­chan­dise, which is on dis­play (pre­mium shop for brands, for­ever young tar­get group, clas­sic tar­get group, sportive shoes, de­signer shoes, fash­ion & trend shoes, etc.),” af­firms Heiner. To woo its tar­get au­di­ence, the space has in­cor­po­rated a strik­ing amal­ga­ma­tion of de­sign, color and light­ing com­ple­ment­ing each other. Romp­ing with a dif­fer­ence into this new re­tail arena, Liganova has de­signed this shoe sa­lon. The key el­e­ment in the store de­sign is the 3D shaped XXL chan­de­lier in­stalled in the higher parts of the floor in the cen­ter, which well gen­er­ates a warm and friendly at­mos­phere with a pre­mium state­ment but in a con­tem­po­rary cut­ting edge de­sign lan­guage. The ceil­ing on the other end, al­lows in ad­just­ing the light in­fused in the store

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