Hanna Trachten Vienna Flagship Store Design by 5 Star Plus Retail Design
The brand Hanna Trachten, who was founded more than 60 years ago, is positioned as a provider of traditional clothing with a modern twist. For the Vienna flagship store located in the capital's central shopping district, the 5 Star Plus Retail Design team created a themed, yet elegant store design scheme which features some traditional Austrian furniture pieces.
The design concept is inspired by the craftsmanship and rural interiors of past centuries in Salzburg, the hometown of the brand. Typical elements of that specific building style were whitewashed walls and an abundant use of wood. The scheme was given a modern update with a neat space arrangement and streamlined, smart display fixtures. Since the brand offers clothing for the whole family, and has a witty touch to it, the 5 Star Plus Retail Design team decided to add this aspect to the store design concept. The farther customers walk into the store, the more it resembles a fairy tale world: Customers transit from the city into an enchanted forest.
The design in the first rooms plays with the vaults of the medieval building and references Salzburg. A virtual passage into a mystic world, a corridor which leads to other sales rooms and displays children's clothing, features illustrated animals of the forest on the walls.
All shelving fixtures of this store design project were custom-designed to fit the vaulted and irregular walls.
To promote brand awareness, a strong focus was kept on positioning branding elements throughout the store. The five rooms were transformed into a branded environment which is a perfect backdrop for the beautifully crafted garments on display.