Interior design for a fashion store — Westfield-Centro, Oberhausen, Germany — 300 m² — 10/2024 — SW Studios GmbH
Premium brands staged with a boutique feel
The ‘Feature’ store showcases high-quality premium brands for fashion-conscious men. The task was to transform the Feature brand from a streetwear label store into a multi-label concept. The interior design is characterised by a boutique feel that conveys elegance and timelessness.
The basis is a neutral materiality consisting of a polished screed as floor covering, brushed steel and glass in the furniture, while details made of foamed aluminium and a rounded wooden rear wall provide highlights.
The clear lines and occasional rounded shapes lend the room character, which is emphasised by the high wall niches with integrated lighting. The zoning supports the product presentation and draws attention to exclusive items, which are shown to their best advantage in display cabinets and an impressive wall shelf.
Product carriers - sometimes upright, sometimes suspended from the ceiling - create a varied appearance. Spacious fitting rooms with statement furniture provide a stage for social media content.
A distinctive atmosphere
For an effective customer approach, a video wall was integrated behind the checkout area, on which the current campaign is played. LED screens for special brands and products complement the video wall. The omnichannel strategy is supported by an iPad for online interactions, which enables a connection to the digital world and thus enhances the shopping experience.
Subtle design elements, a pleasant room fragrance and a well thought-out selection of music give the store an unmistakable atmosphere. Customisations for seasonal updates and sales are easy to implement thanks to the flexible layout and VM tools.