Putting things politely, German department store Peek & Cloppenburg might be labelled somewhat conservative in its approach to store design and visual merchandising - this is probably not where you come for radical thinking.
That said, visitors to the Berlin flagship store might have to set this particular prejudice aside following the opening of the semi-standalone Fashionation department at the back of the shop.
Designed by UK consultancy HMKM, this is a space that has been created from a semi-redundant space adjacent to the main store and backing onto the 1930s Ellington Hotel.
The point about what has been done here is the space’s relatively small footprint - about 6,450 sq ft - when set against its 20 metre high cathedral-like height. Making this work for young fashion was going to be a challenge and the answer provided is a wooden framework, not unlike a German trade show, that allows different brands to be displayed within a flexible framework.
Large-format graphics and an outsize department logo complete the look, which has an austerity owing to the cream tiled surroundings and wood used for the frames themselves. It’s worth noting that because this is a simple design solution it has been taken to Peek & Cloppenburg’s Stuttgart outpost.
In design terms, this is about taking an unforgiving box and keeping its simplicity while making it a must-visit for visitors. For those entering by the main door, an avenue of light directs shoppers to the new area. Other department store retailers could do worse than have a look at this one.
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