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

VM&RD - - INTERNATIONAL DESIGN - Sus­mita Das

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

An­gela

Ar­chi­tec­ture/In­te­rior De­sign

Blocher Blocher Part­ners, Stuttgart

Light­ing elan Beleuch­tungs- und Elek­troan­la­gen GmbH, Köln

Shop­fit­ting

Gan­ter In­te­rior GmbH, Wald­kirch

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