New Shopping District Close to the Wiesn: Forum Schwanthalerhöhe opens with modern historical storytelling
On Thursday, 6 June 2019 the new shopping center Forum Schwanthalerhöhe opened its doors in Munich. Over an area with more than 25,000 square meters and three levels, the mall unites brand stores from fashion, electronics, sports and foods as well as gastronomy, service and co-working areas. For this destination, the Schwitzke Group developed a strong brand identity that is inspired by classicism and can be experienced through the whole interior design and mall branding.
The goal was to create a place with a character that totally refers to the city as well as to develop a stylistic bracket through the entire mall. Wherever the DNA of the center appears – e.g. voids and ceiling panels, seating lounges or elevator lobbies, co-working and gastro areas as well as customer toilets – a clear band language should be perceptible.
The entire design is inspired by the Bavarian sculptor Ludwig von Schwanthaler, a leading master of Southern German classicism, who created the monumental Bavaria statue on Theresienwiese – a landmark of Munich. Statues, etchings and drawings were interpreted in a contemporary way and compiled as graphical collages. The interior design picks up the classical epoch as well with clear lines, elegant decor frames and festive motives. Luxurious flowers, poetic quotes from Schwanthaler, soft cloud images and marble structures decorate the center's highlight areas and ceiling panels.back