Douglas success store back on line after a rebuild.
Split rooms with different themes lend atmosphere
Following a 10 week complete strip down and rebuild one of Douglas’ most successful store on the Mönckebergstraße in Hamburg is back showing a new face to the world. The design and build was from Schwitzke & Partner in Düsseldorf who have been tasked with creating a conceptual new direction for all Douglas stores in Germany. The architecture for the largest north German flagship store was especially challenging for the designers. “The narrow, swung tube like build had to be optically broken to allow room worlds to come into being which invite the observer in and thereby ease the shopping experience”, said Karl Schwitzke, MD from Schwitzke & Partner explaining the high expectations of the project. Optically this effect of themed rooms is created by way of floor and ceiling fields and route lighting. Even at the entrance, when the eye travels through the long room, the different themes are identifiable joining into a complete picture. The individuality of each themed room is separated by different lighting and colours. They range from playful artichoke lights in typical turquoise and wall colours in soft lilac, to 2.5 m long Chandeliers and wall colours in soft crème to the make up area’s signal red and glossy black.