Two in town
Hot trends, which you encounter, ideally, as soon as you enter the store. Which catch your eye before you even get to see them. We were commissioned by the Esslingen-based fashion company ‘tragbar’ to give two stores a new look to reflect what each name promises. And to ensure that everything fits together perfectly from top to bottom, we also created a corresponding communication design.
‘tragbar’ means wearable or portable – quite an unusual name for a fashion company. And that is precisely why it is so exciting. Because it attracts attention amid the colourful and random hum of the shopping streets. Our concept for “tragbar trendwear” creates a space with a dynamic feel and strong contrasts. A diagonal gender split, with men’s and women’s clothing diagonally opposite.
While clean white dominates in the women’s area, the men’s zone has been given a rough, unvarnished cement colour tone. With a grey base, earthy tones and untreated product carriers. The difference attracts attention: while urban wear for women is on product displays suspended from the ceiling, men’s jumpers are stacked on carrier systems installed on the floor. And the goods meet in a large space – for more equality on one presentation platform. The atrium highlights the gender-neutral presentation area in a natural way.
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As a counterpart to ‘tragbar’, the second retail outlet ‘tragbar.pure’ located in the centre of the city on the Neckar River, presents exclusive fashion and accessories at a higher price level. Here we were inspired associatively by the theme ‘raw’. By which we mean the combination of old and new elements as well as high-quality natural materials such as solid wood, steel, leather, glass and concrete. We have rounded it all off with an oversized wall of plants, making shopping here a unique experience.
The existing stone floor was left in place, the remaining areas were filled with screed. The walls of the shop were also allowed to remain in their ‘raw state’ and form the authentic basis of the concept. Custom-made, unconventional product carriers made of square steel profiles wind their way sculpturally through the central area and form shelves on the bare walls – connecting floor and ceiling – on which the goods are displayed on glass shelves. For exhausted shopping victims, the store also offers a green oasis of calm, which provides relaxation in the inner courtyard.
Beautiful bags provided for your purchases. We created new logos for the Esslingen-based fashion company, which clearly represent what is inside the two stores: modern naturalness. ‘tragbar’ on shopping bags, for example – and on simply anything that brings awareness … indeed, anything that is ‘tragbar’ (portable).