China in-store News
EuroShop RetailDesign Award: Expert panel distinguishes the best store concepts
EHI and Messe Düsseldorf presented the EuroShop RetailDesign Awards for the twelfth time tonight. The Chinese retail trade fair C-star provided the backdrop in Shanghai – this year marks the fifth time the EuroShop subsidiary has invited retail experts from across the globe to the Chinese metropolis. The most compelling store concepts came from Germany, England and China: L&T Sport in Osnabrück, The Shop at Bluebird in London and the Zwilling flagship store in Shanghai were the winners of the EuroShop RetailDesign Award.
To come out a winner from among 71 entries from 23 countries, a store concept had to present a well-honed mix of store architecture, colours, materials, lighting and visual merchandising. The clear communication of the product range as well as direct means of appealing to customers were key criteria for the jury of experts.
L&T Sport, Osnabrück: The "Hasewelle"
The fashion company Lengermann + Trieschmann's new sporting goods store covers 5,000 sqm of retail space on five floors. One of the store's main attractions is the "Hasewelle", a wave pool where surfers can test the latest boards right there in the store. Polygonal lines form the basis of the store design. The railings, whose lines are shaped in accordance with this design, are staggered across the floors in such a way that each floor and each position provides a new view of the "Hasewelle" pool. Polygonal elements and geometric lines provide a design framework for the facade as well, creating an aesthetically consistent system. In order to perfectly integrate the individual sporting goods brands into the design, the store refrains from the usual shop-in-shop brand solutions. Members can train in high-altitude conditions in the 800-sqm "Premium CITY-GYM". Separated from the store by nothing more than glass walls, the gym is part of the sporting goods store while also serving as an extension of its core business.
The Shop at Bluebird, London: A cabinet of curiosity
The Shop at Bluebird belongs to British fashion company Jigsaw and specialises in high-end brands from the worlds of fashion, beauty, art and design. The concept store's diverse offerings are housed in a heritage-protected 19th-century historical coach house on Floral Street in Covent Garden. Striking, opulent decor and design elements combine to create a "cabinet of curiosity". An atrium filled with natural light and a cobblestone floor creates an open-air ambience in the middle of the store. A custom-made, cube-shaped installation with 20 reflective surfaces hanging from the ceiling creates an artistic effect by reflecting and distorting its surroundings. The design concept plays with geometric forms and curved lines, combining traditional and modern elements harmoniously. Wallpapers in coordinated colours and textures complement the multifaceted aesthetic, consisting of elegant Art Deco patterns and floral Victorian motifs.
Zwilling flagship store, Shanghai: Art Deco heritage
The new Zwilling store in Shanghai unites retail, cooking classes and a restaurant. The focus is on traditional western and eastern themes combined with a puristic and understated interior. Dynamic changes in colours, materials and music provide contrast to differentiate individual areas of the store. Bathed in light, the ground floor features light oak and dark walnut, a sand-coloured terrazzo floor, and steel and brass frames, which all serve as a backdrop for the products, providing a warm, Mediterranean atmosphere. Dedicated to various food concepts, the upper floor is characterised by varying floor heights and seating. Tabletops made of blue glass and lighting elements made of brass are reminiscent of Shanghai's Art Deco heritage. A 36-metre-long wooden table with teal velvet chairs adds a rustic touch to the fine dining area, where visitors are invited to enjoy a meal. The customer encounters the brand's product world authentically – through a culinary adventure or hands-on cooking school experience.