Rebuilding CJ Schmidt Sport Husum – Hohle Gasse 18-20, 25813 Husum, Germany – 2,000 m² – 2012 – CJ Schmidt GmbH, Germany
Sport is key
About 200 metres from the main CJ Schmidt store in Husum, a new address has opened for the firm's sport and children's lines, on approximately 2,000 square metres of retail space. An illuminated sports motif in the latticed windows of the first floor announces that sporting goods take up the lion's share of the space – two whole floors. Each floor has its own theme: from urban playground in the children's department, to sport training on the ground floor, to nature pure and simple in the outdoor sports section. The natural theme is also carried through to the building's central open space, where a mossy wall grows upwards from the mezzanine level. The wall is studded with pedestals on which mannequins are placed, just as in the main CJ Schmitt store. Since 2002, blocher partners has been collaborating with C.J. Schmidt GmbH, amongst others: CJ Schmidt Husum.
The Fitness, Fashion and Team Sport department on the ground floor is designed with indoor sports in mind. The colourful rubber mats set into the concrete floors were modelled after gymnasium floors. Old gymnastics equipment, including parallel bars and vaulting horses as well as stacked exercise mats, serves as rather unorthodox framework for displays. Each department, from team sport to fitness, has its own backlit athletic motif, spurring the customer to action. Even the red checkout counter and the true-blue rear wall in the shoe department channel the sporty spirit of the times, as do the fitness walls in the women's department, decorated with Thera workout bands.
Meditative urban flair
At Husum, serenity is just a few steps away from urban flair. In the basement, kids and style-savvy youth will find their favourite items amid brick and concrete. Graffiti-décor gives the walls a vibrant, hip accent. Colourful lines on the staircase serve as guides through the urban setting, reminiscent of a transport network system; they point the way to, for example, play dens for kids, fitting rooms or checkout counters. At the centre of the department is a display field with a double-wire fence – just like the ceiling above. These anthracite coloured fence elements evoke memories of sports fields and playgrounds.
The first floor is, by comparison, almost meditative. The department for outdoor, running, winter and water sports picks up the nature theme again – for example, in the wood flooring, whose material is repeated in the back walls as well. Two walls are decorated in a forest motif, which gives the adjoining fitting rooms the atmosphere of green oases. The nature theme continues overhead: On the ceiling are several LED light boxes with radiant images – from cloud-filled skies to leafy forest canopies. A wall with floor-to-ceiling birch trunks completes the outdoor illusion. A special treat: The wind simulation chamber, where customers can test their endurance under the extreme conditions of force 5 wind and zero degrees Celsius.