Foot traffic, good standing, best foot forward, strategic steps.
Correct – they all have something to do with shoes.

Sigrun Woehr Stuttgart

Stuttgart / 2003

Foot traffic, good standing, best foot forward, strategic steps.
Correct – they all have something to do with shoes.

Sigrun Woehr Stuttgart

Stuttgart / 2003

Sigrun Woehr Stuttgart, Stuttgart. A project by Ippolito Fleitz Group – Identity Architects.

Sigrun Woehr is carrying on six very successful shoe stores in Pforzheim, Karlsruhe, Heilbronn, and Stuttgart. For the last twenty years she has made a name for herself with her very special mix of sportive, girl-like and elegant cloths. For the opening of her new branch in Stuttgart’s Kirchstraße, well-situated opposite of Louis Vuitton, a shop was to be established which would serve as an ambitious stage for this program of shoes, accessories and cloths and which would nevertheless not arise fears of entering the place. ippolito fleitz group was commissioned to do both interior design and redesign of the visual communication.

The main task in designing the shop was to solve the problem of rivalry between the small-part, object-like and often very colourful products and a memorable impression of space. A grand scale white room was developed which is structured by fixtures and colour accents.

In a first step the unity of space has been reinforced by topping off the corners of space and by installing a freely suspended ceiling which follows the outline of space. This gesture is supported by the yellow plinths and the continuous shining white epoxy resin floor. Thus the shop can be quickly understood after entering through the staged constriction near the entrance.

Points of focus are established by accentuating three sections of the wall execution: The green wall highlights the counter as a central element. Opposite the petrol painted ceiling develops into a suspended shelf element which invites an exceptional product presentation. The shop’s background is constituted by a stair-like structured display. A panorama band faintly painted rose with a lightly shining white surface ornament conveys greater depth to the shop at eye level.

Two large show-cases in the middle of the room heighten the layering and structuring of space and, by lighting from above and below, give opportunity to place products prominently. The shoe shelves themselves - illuminated from behind – are arranged in alcoves and can thus clearly be perceived.

A large reflecting wall in the background of the shop serves as a concealed door leading to dressing room and postern. The room is optically enlarged simultaneously. A stand-alone, revolvable mirror close to the entrance creates an exposed prelude and multiplier of the various staging of space and products.

Exclusively designed cushion elements, coated with dark-brown synthetic leather and stitched with yellow seams, offer various possibilities for try-on.

In order to further reveal the space and to perfectly light the products, most of the elements are illuminated both directly and indirectly. Slots in the suspended ceiling contain light bars; thus flexible spots can be employed in addition to the fixed rays and lamps. Those ceiling channels serve simultaneously as a spatial orientation.

The shop appears bright, friendly, and modern by using white as the basic colour. Only in selected spots colour accents are used: a petrol-coloured ceiling, the rose-coloured panorama band, the chocolate-brown furniture, the green wall and the yellow plinths and ceiling finishing create suspension between the several elements and surfaces. The products though, objects enough themselves, are always in the centre of attention, in an over-all discrete situation concerning design and colour. The applied scale of colour is inconvenient, modern, feminine and distinctly fashion-connoted.

Forms and materials also support the suspension of colour surfaces. Round forms against sharp-edged, reflecting surfaces against beamless and hard elements are set against frothed up elements. A productive contrast arises between softness, elegance and trendiness on the one hand and precision and urban style on the other.

Communication takes up this situation. The typography of the new logo is open and modern with rounded edges. It can be easily associated with the field of women’s outer garments / shoes. A dashed line is added, reminding of a seam, which further reinforces the context of fashion. This seam also appears in the new shop in the shape of the yellow detailed backstitch on the upholstery and, very prominently, as a continuous rolling line on the ceiling and the show-cases. Once again it laces up, so to speak, this space from the entrance to the background; it fires everybody’s inspiration and creates new points of view.

Awards

  • 2005 / iF communication design award
    Award
  • 2005 / ISAA International Shop Application Award
    Nomination
Sigrun Woehr Stuttgart, Stuttgart. A project by Ippolito Fleitz Group – Identity Architects.

By using different shapes and materials a productive contrast arises between softness, elegance and trendiness on the one hand and precision and urban style on the other.

Sigrun Woehr Stuttgart, Stuttgart. A project by Ippolito Fleitz Group – Identity Architects.
Sigrun Woehr Stuttgart, Stuttgart. A project by Ippolito Fleitz Group – Identity Architects, Colours.
Sigrun Woehr Stuttgart, Stuttgart. A project by Ippolito Fleitz Group – Identity Architects.
Sigrun Woehr Stuttgart, Stuttgart. A project by Ippolito Fleitz Group – Identity Architects, Ceilings.

The applied scale of colour is inconvenient, modern, feminine and distinctly fashion-connoted.

Sigrun Woehr Stuttgart, Stuttgart. A project by Ippolito Fleitz Group – Identity Architects.
Sigrun Woehr Stuttgart, Stuttgart. A project by Ippolito Fleitz Group – Identity Architects, Colours.
Sigrun Woehr Stuttgart, Stuttgart. A project by Ippolito Fleitz Group – Identity Architects.
Sigrun Woehr Stuttgart, Stuttgart. A project by Ippolito Fleitz Group – Identity Architects.
Sigrun Woehr Stuttgart, Stuttgart. A project by Ippolito Fleitz Group – Identity Architects.

The main task in designing the shop was to solve the problem of rivalry between the small-part, object-like and often very colourful products and a memorable impression of space.

Sigrun Woehr Stuttgart, Stuttgart. A project by Ippolito Fleitz Group – Identity Architects.
Client
  • Sigrun Woehr
Location
  • Stuttgart
    Kirchstraße 14
Status
  • Completed (2003)
Categories
Photography
  • Zooey Braun
Team
  • Gunter Fleitz
  • Peter Ippolito
  • Axel Knapp
  • Felix Severin Mack
  • Arthur Onyali
  • Patrick Schmidt
Partner
  • Stefan Gabel (Color Consulting)
Copyright
  • Ippolito Fleitz Group
Publications

Magazines
Books