Balt­man, a main player in Baltics suit busi­ness since 1991, is part of the fash­ion re­tail­ing Baltika Group rep­re­sented in East­ern and Cen­tral Europe. The pres­ti­gious menswear brand of­fers high qual­ity clas­sic busi­ness wear by com­bin­ing its strong her­itage

VM&RD - - CONTENTS - Mansi Lavsi

Balt­man Unique, a bold new in­tro­duc­tion to the per­sona of Balt­man, is a pre­mium made-to- mea­sure con­cept store con­cep­tu­al­ized in an area of 180 sqm. The con­cept was launched in Tallinn in Es­to­nia and Vil­nius in Lithua­nia. The Tai­lor Stu­dio of­fers pre­mium per­sonal ser­vice in a pre­mium en­vi­ron­ment shop that cel­e­brates the craft of cre­at­ing suits. “Balt­man Unique is an exclusive sub-line of the Balt­man brand that of­fers its cus­tomers tai­lor-made suits from the unique cut to the but­ton. Dur­ing the brief­ing, this spe­cial added ser­vice was iden­ti­fied as one of the brand’s unique sell­ing points and was there­fore used to de­velop the new over­all re­tail con­cept. The Tailors Stu­dio, a mod­ern tai­lor shop in the style of an ur­ban loft, im­me­di­ately con­veys to cus­tomers the im­pres­sion that their wishes can be trans­lated into fab­ric right on site. Thus, the Balt­man claim of per­sonal and in­di­vid­ual ser­vice for the dis­cern­ing man is trans­lated into a spa­tial con­cept,” in­puts Volker Katschin­ski, Cre­ative Di­rec­tor of Re­tail at Dan Pearl­man, talk­ing about the brief on the new con­cept. The store front in­tro­duces sets the con­text to the brand ex­pe­ri­ence with Balt­man fash­ion shoots flank­ing the store en­trance. The brand po­si­tion­ing of pre­mium crafted suits is es­tab­lished with an arty in­stal­la­tion of the Balt­man Tai­lor Stu­dio. The win­dow dis­play en­sem­ble brings to­gether fabrics, mea­sure tape, sewing ma­chine, scis­sors, and fab­ric sam­ples in great de­tail to present the story. An un­der con­struc­tion suit on a tai­lor bust adds be­spoke fash­ion and drama to the tai­lor­ing at­ti­tude. The store de­sign con­cept tone is raw In­dus­trial Tai­lor Stu­dio in a chic and con­tem­po­rary style that re­flects the brand’s class. The col­ors, forms, ma­te­ri­als and tex­tures used in the store de­sign pal­ette help set the lan­guage of the store. The in­dus­trial ref­er­ences in the fa­cade like over-sized steel rivets that are found in bridges vis­ually re­in­force this. The cen­tral fo­cal point of the store is a cen­tral ta­ble dis­play which is made to look like a tai­lor’s workspace ac­cen­tu­ated on wooden hexag­o­nal end grain par­quet floor­ing high­light ar­tic­u­lated in a graphic pat­tern on an in-situ con­crete floor­ing. This com­bi­na­tion com­ple­ments the

in­dus­trial steel im­pres­sion fix­tures that have wooden top high­lights. Brass de­tail­ing in these fix­tures come through as a touch of so­phis­ti­ca­tion. The light­ing con­cept for the store is bou­tique type cre­ated with track mounted ac­cent light­ing that help draw at­ten­tion to dif­fer­ent fea­tures and of­fer­ings of the store. Pen­dant high­light light­ing on the cen­tral fo­cal ta­ble is pro­vided with fac­tory high bay like fix­tures. A very spe­cial light­ing fea­ture is the ar­ti­fi­cial ‘skylight’ fea­ture whose place­ment in this store evokes a typ­i­cal fac­tory like at­mos­phere and con­notes the con­cept, while pro­vid­ing ad­e­quate am­bi­ent light in the store.

The pre­mium char­ac­ter of the store is quite strongly re­flected through in­no­va­tive dis­play props set in in­ter­est­ing fo­cal point

in­stal­la­tions. “Large-for­mat steel frames, fur­ni­ture de­tails, and dress forms cov­ered in fab­ric re­flect the ar­ti­sanal life­style. Par­tic­u­larly spe­cial are the nu­mer­ous tai­lor work­shop ref­er­ences found through­out the store: cre­ative de­tails like walls cov­ered with sewing pat­terns, a ta­ble filled with but­tons and an over-sized sewing kit placed in the en­trance area in which ac­ces­sories from belts to scarfs

are lo­cated,” ex­plains Volker Katschin­ski. A prom­i­nent fo­cal wall is fin­ished in­no­va­tively with a dress-mak­ing-pat­tern col­lage. This acts as a back­drop to the dis­play man­nequins fea­tur­ing a cre­ative ap­proach to the con­cept. Fash­ion busts help vis­ually present the key fash­ion state­ments of the store on each wall con­cept pre­sen­ta­tion. A re­tractable and re­con­fig­urable panel sys­tems al­lows flex­i­ble zon­ing in the store by al­low­ing it to be opened and closed as needed. The Balt­man Unique zone has its exclusive area where cus­tomers are ad­vised on fit­tings for tai­lored-suits. The trial rooms are quite spa­cious; which re­in­forces the store’s ide­ol­ogy of giv­ing a lot of im­por­tance to per­son­al­ized cus­tomer ser­vice. A lat­tice struc­ture is a fur­ther tes­ti­mony to what min­i­mal­ism can do to a space. It’s a sim­ple struc­ture with strong vis­ual con­nect to the rest of the store and also makes a state­ment of pri­vacy re­quired for the zone. Leather fur­ni­ture, spa­cious fit­ting rooms, per­son­al­ized ser­vice and a per­fect bal­ance be­tween pri­vacy and ac­ces­si­bil­ity cre­ates an ex­pe­ri­ence of com­fort not only for the cus­tomers but also their com­pan­ions. Over­all a feel of in­dul­gence is cre­ated in the store at­mos­phere us­ing store de­sign, pre­sen­ta­tion and cus­tomer ser­vice and thus suc­cess­fully po­si­tion­ing the brand as an as­pi­ra­tional pre­mium be­spoke fash­ion

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