Visual Merchandising and Store Design | VMSD.com

It’s all relative at this German specialty apparel retailer.

By Lauren Mang

When your slogan is “fashion for family” – and your wares range from toddler to teen, to mom and dad – creating a distinct look and feel for each area is a priority.

Adessa, the family-oriented specialty apparel retailer in Würselen, Germany, needed a store environment that would speak to its multiple age ranges and styles, yet still maintain consistency through overall store design touches.

Plajer & Franz Studio, the Berlin design and architecture firm, transformed the 4200-square-foot space into a showcase for multiple styles of fashions and accessories with individually selected graphics, colors and images specific to each group.

So the area for adult women, “Vestino,” has a sophisticated black-and-white theme with a linear pattern. “Saix” for young and trendy members of the family tree features bold colors and more playful graphics. And the “Maver” menswear section features masculine grays and blues with industrial-style lighting fixtures.

“The framework for each segment consists of the same furniture, simple fixtures and zebrawood accents, which creates that overall uniformity,” says Werner Franz, general manager at Plajer & Franz.

A stone floor and blue and red corporate color accents also tie the store design together.

Client: Adessa Moden GmbH, Würselen, Germany

Design/Architect: Plajer & Franz Studio, Berlin -- Birgit Tuermer, project manager

General Contractor: Schneider Montage & Dienstleistung Gmbh, Dortmund, Germany

Flooring: Royal Mosa, Ba Maastricht, The Netherlands; Alberto Mazzonetto SNC, Padova, Italy

Furniture/Shopfitter: Vizona GmbH, Weil Am Rhein, Germany

Lighting: Ansorg GmbH, Mülheim an Der Ruhr, Germany

Wallcoverings and Materials: Florian-Caspar GmbH, Haan-Gruiten, Germany

Photography: Fotostudio Arnolds GmbH, Aachen, Germany