Straddling the Dreisam River, the city of Freiburg im Breisgau in the German state of Baden-Württemberg supports roughly 230,000 inhabitants, and is home to the bustling Kaiser-Joseph-Straße, a high-fashion shopping district exuding old world charm. It’s here, in this busy retail zone, that the Kaiser fashion house claims its motherland.
With brands like Dolce & Gabbana, Gucci, Lanvin and Chloé newly added to its roster, Kaiser longed to reflect its influx of posh apparel and accessories, yet its outdated, second-floor women’s department needed a new look.
Blocher Blocher Partners (Stuttgart, Germany) heeded the call by rearranging Kaiser’s brands in several distinct zones within the department: the loft, the treasure box, the sophisticated chamber and the premium world.
Designed with privacy and exclusivity in mind, each setting immerses shoppers in a contrasting atmosphere while projecting the familiarity of a luxury dwelling. The apartment-like chambers were also inspired by the aesthetic of the individual brands represented – and are reflective of the apparels’ presumed characteristics.
The deceptively small loft – intended to house upscale brands such as Hugo Boss, Escada and Strenesse Blue – was first to bestow a special challenge for the Blocher Blocher Partners design team. “The former floor area had quite low ceilings. We elevated them where possible to create a sophisticated feeling,” says Angela Kreutz, partner. “We added long panels to the new, high ceiling to achieve an ‘aha’ experience.”
In addition to raising the ceilings to their maximum allowable height, ceiling-high mirrors were introduced, optically enlarging the small space. Within these mirrors, monitors intermittently project fashion shows or other visual media, and can be hidden when not in use. The loft’s white walls contrast with galvanized metal wallcoverings, while a contemporary light fixture, “Light Ring,” by Henge (Moriago della Battaglia TV, Italy), hangs above the clothing racks, creating an intriguing focal point. Taupe tones and layered wall panels coated in warm grays transmit a calming, expressive vibe.
The intricate treasure box, housing the likes of Schumacher and Fabiana Filippi, comprises curvaceous brass bars used as clothing racks which stand atop fish-bone-colored parquet flooring, while various shades of cream adorn walls broken up occasionally by floral wallpaper. Inspired by elements of the Baroque period, decorative rhombuses start at the top of the cream walls and perceptibly fade toward the bottom. Lights in this space rest elegantly on a dark gray wall, “[The lights used here] are majestic and sensual eye-catchers, underlining the feminine, romantic atmosphere of this section,” Kreutz says.
The sophisticated chamber delivers a dramatically different sense with black and white contrasting fixtures and displays. White walls are accented by shimmering particles of silver, in contrast to black matte metal fixtures, which support apparel from brands like Chloé and Jil Sander. Anthracite-toned, smooth leather cubes dot the minimalistic room and add gradient contrast with the stark white, solid-surface displays.
Perhaps the most dynamic environment is the premium world, wherein newly added brands are showcased. Masculine, dark herringbone parquet lines the walls while faux-marble floors (made from brown, natural stone) continue onto the walls and ceiling in one area.
“The different rooms convey a feeling of exclusivity and privacy, so every customer feels unique,” Kreutz says. “The strongest trend in the retail industry may be individuality – we don’t mix different trends into one concept, but develop a store that simply fits the brand and its customers.”
PROJECT SUPPLIERS
Retailer
Kaiser, Freiburg im Breisgau, Germany
Design and Architecture
Blocher Blocher Partners, Stuttgart, Germany
Fixtures
Visplay Intl. GmbH, Weil am Rhein, Germany
Flooring
wk Natursteinhandwerk GmbH, Waldkappel, Germany
Drüsedau u. Müller GmbH & Co. KG, Jesberg-Densberg, Germany
Furniture
Ganter Interior GmbH, Waldkirch, Germany
KAMPE | 54, Stuttgart, Germany
Lighting
elan Beleuchtungs- und Elektroanlagen GmbH, Cologne, Germany
Signage/Graphics
Blocher Blocher View, Stuttgart, Germany
Props/Decoratives
Blocher Blocher View, Stuttgart, Germany
Wallcoverings/Materials
Ganter Interior GmbH, Waldkirch, Germany