House of Trends
Ace European fashion retailer Engelhorn re-launched its Trendhouse at Mannheim with an updated design concept to address the new age fashion seekers. Stuttgart-based architecture and interior design firm Blocher Blocher Partners conceptualized the new ret
European fashion house Engelhorn, reimagined its Trendhouse located at the German city of Mannheim to demonstrate its commitment to offering updated fashion trends to its young customers. Stuttgart-based architecture and interior design firm Blocher Blocher Partners was commissioned to give the makeover. Spread across three floors, the engelhorn Trendhouse store introduces the brand experience with window installations that dramatize and draw attention to key fashion statements offered in-store. Technology has been used to install a touch-screen on the window glazing that offers virtual browsing and shopping to passersby with the choice of home delivery made accessible round the clock. The below ground level offers fashion collections in denim, the ground offers the Young Men’s department and the first floor presents the Young Women’s department. The design language of the store environment for each of the floors, is tied together with a common thread of clean lines and an eclectic mix of materials. Exposed concrete, wood, metal, leather etc. create a differentiated and fashionable look. Each floor has its own identity to complement the merchandise and the experience associated in buying it by the target customer. The store front configuration offers an unbroken view of the entire width of the building from the entrance at the Kapuzinerplanken pedestrian zone. For the visitor entering the store the wide windows are opportunity to promote and communicate the different categories in the store. The design language is a combination of contrasting colors, textures and shapes. The women’s section interior is themed in white with highlights in materials and colors to draw attention to the fashion statements in the collections. The dressing rooms have floorto-ceiling cubes of recycled, stained wood. The men’s department is designed in dark hues across its flooring, ceiling and the fixtures designed with leather and wood highlights that render a sophisticated rustic look to the environment.
A boutique type lighting design that ensures the architectural and visual merchandising of the store is highlighted across the store. “For the Young Women’s department on the first floor, the designers have omitted fitting rooms in order to open up the space and let in more daylight. Bright yet modest colors set the tone. A little pep is introduced through the yellow-painted block of fitting rooms and the blue paneled cube that broadcast the recently acquired “New Look” brand. In the denim and Young Men’s department below ground, the walls are done in a somewhat darker color; the furniture features dark wood and raw steel. One attention-grabber is the built-in, beveled wood wall, while another is the broad wooden table on which jeans are presented. This is linked to the accessories area with flexible furniture that can be rearranged to the heart’s delight,” shares Angela Kreutz, responsible for Corporate Communications at Blocher Blocher Partners. “Everyone knows that the engelhorn consortium of companies has its finger on the pulse of fashion and the newly designed Trendhouse upholds this reputation,” sums up
Blocher Blocher Partners, Stuttgart
Lighting elan Beleuchtungs- und Elektroanlagen GmbH, Köln
Ganter Interior GmbH, Waldkirch