Curtains up for Douglas Trend in Kassel
On the 18th October 2011 Douglas opened a further Trend Store with its playful concept format. Mirroring the current and culturally defined customer group the concept is young, sympathetic, deliberately somewhat chaotically experimental and contrapuntal.
A fine shelving system offsets the charming industrial character with brick work and girders. Street art graphics presented on various media including graffiti and beamed projects await the observer.
The dark technical roof dampens light reflections, aimed lighting pathways support the shining presentation from merchandise and display surfaces.
A box, positioned centrally in the room and finished with rusting metal plate appends the neon writing the word “Men”. It pulls the younger Douglas customers into focus. Inside heavy leather seats, a music box and hanging bicycles emphasise his metro-sexual character. Archetypically found again in the graphics on the cube: cool, sexy, clean.
The 300m² store allows in its multiple visual and functional facets room for individual interpretation and interactivity. The merchandise is part of the production. For virtual offers like ‘Easy Face’ and I-Pad the product can be tested on the central ‘Community Table’. The resulting stage like atmosphere lifts the trendy customer into the footlights.
The final highlight: the checkout as an opened powder container in XXL format.
The result is a mix of a gigantic product offering and a multi faceted, colourful but rough naked room that is a eye magnet for young customers.
A co-production from Schwitzke & Partner and SchwitzkeGraphics
"Life is full of beauty."