Schwitzke & Partner
Schwitzke Project
Schwitzke ID

Hugendubel opens “Bookstore of the Future“

On Thursday, our client Hugendubel presented its “Bookstore of the Future“ with the re-opened branch at Stachus in Munich. For the traditional book retailer, Schwitzke developed a forward-looking store concept with an emotional visual merchandising and took over the entire reconstruction of the 2,000 sqm store.

With the future concept, Hugendubel aspires to set new benchmarks for the book trade industry as well as to combine the book in store with emotion and experience. Therefore, the usual product groups sorted by genres were dissolved in order to develop five themed worlds that pick up the readers’ needs and invite them to browse and discover.

The room shell presents itself completely subtle and monochrome just like blank canvas you can draw any picture on. The entire furnishing is based on the simple principle of a square box as the symbol for mobility, which can be flexibly arranged as a product or seating furniture or a room divider. The store area and boxes as well as parts of the existing inventory are colored in light grey to set the focus on the product and its staging.

In contrast with the reduced interior design is the emotional visual merchandising concept that supports the individual themed worlds visually with 14 scenes by the means of graphics, installations and filled acryl and lattice boxes. The strong visual language with a big long-distance effect provides emotion, inspiration and orientation at the same time.

Beside the visual experience, the new store concept gives the possibility to experience the book assortment actively on all levels. With several event areas, an open show kitchen and the “Raum der Stille” for a quiet rest the store becomes a stage and Hugendubel a curator of experience.