Feature:
Retail design
shop with your smartphone when the doors are closed. And whoever has
dreamt of shopping on the beach could have had this in Schrevingen in the
Netherlands, where H & M constructed a wooden container Pop-up Store
on the sand.
Let’s dada – let’s play
The German Ippolito Fleitz Group
created a new brand presentation for
the Chinese dada jewellery and planned
for 350 stores, transforming women’s
multi-faceted nature into a store design
as a real gem, tailored to their particular
cultural background. Chinese girls
have many more romantic ideas than
European girls. The Eiffel tower, long
distance journeys… young Chinese city
dwellers have a very stressful life, and
reward items are extremely important
to them.
The dada store concept implements
the mix-and-match character of the
brand in a spatial sense through the
use of an enchanted forest. The young
target group is guided through this
magical wooded area trying on different
pieces of jewellery and discovering
new inspirations along the way. The
playful approach towards combining
individual pieces of jewellery means
that each woman can highlight her
own individual characteristics. This
basic principle is pursued in the design
through an individual facet pattern,
abstract silhouettes and a photo shoot
in which a model reinvents herself
again and again. The concept plays with
the expectations, which are not always
matched: the busts are round, the male
staff are dressed in skirts...
The keer brand is a comparable
approach for the “older” Chinese woman
in her twenties. The design plays with a
backlit, springtime and garden setting,
transforming it into valuable street
store jewellery.
africandesignmagazine.com
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