Karstadt, Dusseldorf

Now we head across the Channel to Germany, where quality and craftsmanship are paramount and fashion is as essential to its population as it is in Britain.  We turn our attention to their favourite department store chain, Karstadt, where the entire 20,000 square metre, four floor Düsseldorf store has recently embarked upon a serious revamp.

This German stalwart was in need of a facelift to help it reengage with its now modern, emotive consumers.  Designers, 20:20 worked closely with Karstadt to formalise an inviting and impressive design concept that transformed the store, having strong retail theatre and curated story telling presentations throughout. 

Each different level has its own distinct appearance, but is part of a greater overall ‘look’ featuring pop up cubes, pavilions and its ‘nine box grid’ system.  Fixtures and fittings are kept simple and central display features instruct and inform customers of new products and inspirational ideas.  Bleached, wood effect flooring and white tiled ceilings with strips of spotlights on tracks and countersunk, create a neutral backdrop for the ‘Kaleidoscope’ theme to be set ablaze. 

Each department is differentiated with its own palette of colour, texture and graphics.  In womenswear, display units, shelving and sofas are predominantly white allowing the main attraction (as well as the clothes) to really stand out.  A multitude of strip lights in a kaleidoscope of colours hang vertically from the ceiling throughout the department and create a striking background for the display features and mannequins.   

In menswear the overall tone is richer and darker.  Similar display units are mostly grey with a mixture of beech and antique shelving and display tables.  Quirky props and accessories add impact to this retro section, such as upturned cable bobbins and wire mesh crates.  Formal wear has a more upmarket ambience enhanced by mirrored screens together with busts on plinths. 

Homeware is nicely merchandised on kitchen cabinet styled wooden units of different heights, counter top and tall. Black and white in colour with beech shelving acting as a highlight, this area has a very utilitarian and contemporary feel.  Giant cups and saucers add a touch of fun and frivolity.

Finally, the new shoe department is a haven of tranquillity.  White, open frame shelving units and display tables adorn the area and give it a very spacious feel.  The central display feature, topped with a mannequin, doubles as a seating area for trying on footwear.

From the outside the windows tell branded stories that present trends in magazine style editorial presentations and these tales continue to unravel instore.  It is expected that this modern, forward thinking and welcoming new store design will be rolled out to all 86 stores in the estate soon and will place Karstadt firmly on the fashion radar once again.  

Images courtesy of Archard Architectural.