a monthly round-up of the world's best interiors and design stories
Wednesday 21 Nov 2012
Popular German department store Karstadt understand that fashion is a highly emotional experience. The brand is part-way through a modernisation programme that has seen a significant step-change in their customers' shopping journey. Karstadt asked 20.20 to help bring their "Full of Life" brand promise to life; attracting new customers while retaining their existing, loyal customer base. The challenge ran deeper than this, however. The simple truth was that European consumers are no longer engaging with traditional, organised, rational brands. Success for Karstadt, therefore, depended on creating an emotional experience that reached all customers on all levels.
20.20 showed Karstadt's branding, visual merchandising, buying and implementation teams how to use their "Full of Life" brand essence to create an immersive retail experience that would inspire and intrigue shoppers. The brand was translated into a series of theatrical and emotive customer stories that spanned all four retail floors. The revitalised store featured pop-up cubes and pavilions displaying cross-merchandised collections; a mouth-watering new shoe salon; and mood-led changing rooms.
The ‘New Karstadt' has proved incredibly successful. The environment takes customers on an imaginative fashion journey that moves seamlessly through a dramatic mix of styles. Our collaboration has succeeded in putting Karstadt's Dusseldorf store at the epicentre of Europe's fashion radar: an exciting store design template that will soon be rolled out across the rest of the estate. Early trading has indicated strong growth at Karstadt's flagship Dusseldorf store, and 20.20 are now embarking on new designs to further strengthen the Karstadt experience.