Clas­sic and Con­tem­po­rary

VM&RD - - BEHIND THE SCENE - VM TALK -

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

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