Out and About Interstore Design KaDeWe


Berlin, Germany


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Department Designs


Introducing a brand new shoe and accessories department at the KaDeWe department store in Germany.


Fans of bags and shoes tend to be people who know what they want, so when Germany’s KaDeWe department store sought to launch an updated shoe and accessories area, design was taken very seriously. Interstore Design, based in Zurich, was asked to help create a new concept that suited the luxurious feel of the rest of the department store. The concept that Instore Design developed was titled ‘The Loft’, and the intention was to create a shoe and accessories area that was luxurious, exciting and unique. KaDeWe were delighted that the team was keen and enthusiastic about creating such a sensational and surprising concept, and it was agreed that the space would be open, with products masterfully presented in a clean and ambient space. The look of the department was


achieved through the use of a feel­good 54


colour pallet and exclusive décor, set off by simplified and minimalistic shapes on which the shoes and accessories are able to shine. The team used a mix of skilfully selected materials to suit the space, and a coherent design language throughout ensures that visitors feel comfortable, and that the area is one flowing space. The exclusive interior underlines the luxury of the department store as a whole. “The carefully selected materials like


sandstone, shimmering and sparkling metal with a vintage note, as well as contemporary wood finishes create a loft atmosphere,” explains Beni Heiden, Interstore Design’s Art Director. The shoe and leather goods department is reminiscent of elegant, luxurious department stores of the past, with the space combining a relaxing atmosphere and decadent design. Heiden has a passion


for creating authentic shopping experiences, and sought to create a retail experience for visitors of KaDeWe that is both extraordinary and customer­focused. “We want our clients themselves to feel


comfortable in their project and that they look forward to coming back,” explains Beni Heiden. “If we can achieve this we have met our target and made the project a success”.


Contact


Interstore Design T: +41 (0) 44 542 9040 www.interstore.ch


www.a1retailmagazine.com


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