Many factors combine to make fashion unique
yet identifiable. One of these has a door.

Tom Tailor

Hamburg / 2011

Many factors combine to make fashion unique
yet identifiable. One of these has a door.

Tom Tailor

Hamburg / 2011

Tom Tailor, Hamburg. A project by Ippolito Fleitz Group – Identity Architects.

The new modular concept is starting from the learned appearance of the Tom Tailor fashion brand and expanding it to an exciting and clear space concept of high recognition value. While important visual features of the existing concept are maintained, they are shifted to a broader context. An unambiguous system of few but varied combinable elements creates a strong, unmistakable spatial identity for the Tom Tailor Brand.

The result is a modular and vibrant store display system, which layers and staggers different rear walls, and creates a variable gallery of product images from a continuous, otherwise static grid. The positioning and size of collections can be repositioned within the store with each new season. The display tables are piled up upon each other; painted ‘carpets’ glazed onto the wooden floor provide additional zoning for the different product groups. A combination of table and platform with an illuminated panel provides an eye-catching feature in the entrance area. The suspended lights were designed and produced especially for this project.

Individual free-standing units were designed for different types of visual merchandise, thus enlivening the otherwise often dead area in the centre of the store and creating independent product worlds of their own. A lounge in the rear area of the space invites exhausted shoppers to rest their weary legs. Here vintage armchairs jostle with contemporary elements. Layered, overlapping ceiling sails against a mostly open ceiling continue the theme of the wall system. The lighting is a mixed concept of fitted lighting and track-mounted spotlights, which provide accented lighting effects. The façade is executed in the Tom Tailor CI blue; the visible brushstrokes create a rustic, hand-painted impression.

The overall result is a clearly recognisable system, consisting of only a few easily variable elements, which gives a unique and powerful store identity to the Tom Tailor brand.

Tom Tailor, Hamburg. A project by Ippolito Fleitz Group – Identity Architects.
Tom Tailor, Hamburg. A project by Ippolito Fleitz Group – Identity Architects.
Tom Tailor, Hamburg. A project by Ippolito Fleitz Group – Identity Architects.

The modular concept is starting from the learned appearance of the Tom Tailor fashion brand and expanding it to an exciting and clear space concept of high recognition value.

Tom Tailor, Hamburg. A project by Ippolito Fleitz Group – Identity Architects.
Tom Tailor, Hamburg. A project by Ippolito Fleitz Group – Identity Architects.
Tom Tailor, Hamburg. A project by Ippolito Fleitz Group – Identity Architects.
Tom Tailor, Hamburg. A project by Ippolito Fleitz Group – Identity Architects, Floors.

An unambiguous system of few but varied combinable elements creates a strong, unmistakable spatial identity for the Tom Tailor Brand.

Tom Tailor, Hamburg. A project by Ippolito Fleitz Group – Identity Architects.
Tom Tailor, Hamburg. A project by Ippolito Fleitz Group – Identity Architects.
Tom Tailor, Hamburg. A project by Ippolito Fleitz Group – Identity Architects.
Tom Tailor, Hamburg. A project by Ippolito Fleitz Group – Identity Architects.
Tom Tailor, Hamburg. A project by Ippolito Fleitz Group – Identity Architects.

Floor plan

Client
  • TOM TAILOR Retail GmbH
Location
  • Hamburg
Status
  • Competition (2011)
Categories
Photography
  • Zooey Braun
Team
  • Michael Bertram
  • Gunter Fleitz
  • Timo Flott
  • Tilla Goldberg
  • Peter Ippolito
  • Moritz Köhler
  • Tim Lessmann
Copyright
  • Ippolito Fleitz Group