Classic and Contemporary
Germany based Henschel, previously known as Henschel & Ropertz, an institution in the university town of Darmstadt for nearly 80 years, has updated its brand name to Modehaus Henschel along with the launch of its store in a complementing concept.
Germany based Henschel & Ropertz made a brand new entrance with the introduction of a new corporate identity in alliance with the opening of its retail store. This German fashion store positioned at the university town of Darmstadt is now identified as Modehaus Henschel. The transformation of the corporate identity rendered in its heritage building was initiated by the Stuttgart based architecture and interior design firm of Blocher Blocher Partners while the logo development and corporate design were planned and implemented by the communication agency View. “The total area is approx. 13,700 square metres of which we have converted 4,200 square metres interior design-wise. But we also made some major architectural work which does influence the whole building structure,” says Angela Kreutz, responsible for Corporate Communications at Blocher Blocher Partners. Modehaus Henschel is spread across five levels, of which four are entirely dedicated to retail sales. Henschel features a wide range of fashion apparel for women, men and children along with outdoor clothing, lingerie, accessories and swim fashion. Premium brands like Marc O'Polo, Bench, Boss, Diesel, Gant or Tommy Hilfiger are part of the store brand portfolio. The main entrance on Ernst-Ludwig-Straße was raised to 18 meters, using a four-story glass joint, while the second entrance on the marketplace was moved forward to flush with the building’s façade and at the same time, the classical arched windows allowed more natural light. Additionally all entries and main facade fronts are branded with the new Henschel logo to enhance the presence of the store on the street. “The main goal was to make it easier to find one’s way around. So the interior designers have moved the access area to the periphery, markedly increasing the retail space from the ground floor on up to the fourth floor and making it much