The new store was to be housed in a shop space in the city centre, which has a narrow floor plan stretching back almost 25 m into the building. Our task was to create a spatial situation in which to present an exclusive range of goods, while at the same time enticing customers across the threshold. The ceiling of the space was specially designed to make a strong initial impact. The ceiling is gradually lowered over the entire length of the shop towards the rear wall. This gives the room a more dynamic feel and creates a kind of suction pull into the space. Three circular ceiling motifs executed in an elegant and fashionable palette of violet, fuchsia and pale pink tones create attractive focal points and draw the customer’s gaze towards the far rear of the space.
A dark-stained, oak parquet floor, which creates a continuous, flowing expanse throughout the space, provides a powerful contrast to the ceiling. Solitary fittings are staged at intervals against this background, each accompanied by a colourful ceiling graphic above. Positioned in the centre of the room, each element forms the core of one of three zones into which the room is divided. Different geometric shapes were deliberately chosen for the individual elements. An amorphous central display unit in the entrance area gives a striking upbeat to the collection. Its unusual form also serves to draw curious customers into the space.
The next area is introduced by the cash desk unit. Layered rectangles create a mobile effect and harbour space for glass presentation cabinets. The cash desk unit faces an ensemble of round tables. The varying heights, sizes, and surface materials of the tables – some are mirrored, others made from glass or steel – create a second attractive presentation area. The third area is denoted by two features in the centre of the room. Two supporting columns are concealed in the frame of a free-standing shelving unit containing presentation segments of varying dimensions, thanks to flexible, black separators. The shelving unit is grouped together with a polygon seating element, which also functions as a communication island. The walls enclosing these three zones are executed in grey and beige. White presentation shelving and niches are either recessed in the walls or superimposed against a recessed wall. An optimal lighting scheme results in immaculate presentation of all the goods on display.
A separate department was created for the new, high-class fashion line in the far rear of the store. This separate area is introduced by two mannequins positioned in front of a backdrop of a concertinaed, smoky glass wall. The glass concertina visually divides the space and the smokiness of the glass acts as a translucent filter. A circle of mirror film designed as an incised lattice reflects the concentric circles of the ceilingscape. The area itself is dominated by a large, oval table that stands on a plush, pink carpet. The ceiling above the table is recessed and mirrored. Four textile lamps mounted on projecting arms emit from this opening and span the entire space. The enclosing walls of this area are covered in a champagne-coloured wallpaper with crocodile leather texture, creating a stylish backdrop to the ascetic, suspended, steel clothing rails. The Sigrun Woehr Karlsruhe store successfully exploits a difficult floor plan using striking fittings and strong ceiling motifs to demarcate separate zones. The presentation of goods is accomplished by means of a dynamic wall design, supplemented by highlighted presentation areas and core elements in the centre of the room. The new fashion line is presented within a dedicated area that strikes a distinct visual note and yet is incorporated into the overall concept in a compelling and coherent manner.