Retail concepts promote shopfitting options
THE VILLAGE | Vitra Campus, Weil am Rhein, Germany
photos: Roman Thomas
Shop! member Vitra Retail Inc. contributed to the design and fixtures
EDUCATING VISITORS ON THE CHALLENGES AND OPTIONS FACING TODAY’S SHOPFITTING BUSINESS, this highly detailed project showcases four individual retail concepts in a pleasant, plaza-like setting. Strolling through five stores, guests receive an all-encompassing view of multi-sensory shopping environments that meet the modern consumer’s expectations. Each store is centered around a new Vitra retail product.
Creating fictitious brands, each store strives to attract customers with its products and ambience — just like actual competitors in today’s retail market. Highlights of each retail concept include:
Health and beauty
Designed to inspire and engage all the senses, this service-oriented product presentation makes highly efficient use of a limited space. Numerous monitors offer easy access to the complete product range (endless aisle). The lighting is designed to make skin and makeup look great. Personal assistance and a special tool for visualization of cosmetic ingredients cater to the individual needs of customers.
Reflecting its brand identity, the gallery-like interior features a large fitting room with perfect lighting where it’s easy to make good shopping decisions — which leads to fewer product returns and a better experience for the customer. Lights and shelving can be effortlessly reconfigured and lighting moods can be changed in special areas.
Evoking a neighborhood meeting point, this concept is a place that turns customers into guests. The merchandise presentation guides the consumers intuitively through the store. Targeted product lighting contributes to an appealing display that celebrates food, inspiring consumers to buy something extra, spend a little more, and come back again soon.
Emphasizing efficiency and space management, this concept shows how to bring the product to the consumer in the city. Personal service and material displays meet the latest technology in the store’s lounge so that customers can put together their dream car. The coherent blend of lounge, shop, and showroom is designed to sell both the product and lifestyle.
The Village also includes a workshop, where users can take a closer look at the Vitra systems being showcased. Making its debut in June 2017, The Village is undergoing constant development. Another new store is slated to open next year. For more on The Village, including a video tour, go here.