softline specialty store
7,501 to 25,000 sf
Store Düsseldorf, Germany
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This modern and innovative store design embodies the philosophy of the Swiss company. All elements,
including form, color, material, and light, are intertwined to contribute to the brand recognition. On
the ground and basement floors, the full Victorinox product range is displayed, from clothing and fragrances to the company’s world-famous knives, watches, and luggage. Theatrical depictions throughout
the space showcase the products and build relationships with customers. A knife assembler placed in the
basement with original equipment from the company’s collection provides a place for customers to have
products engraved. A ready-to-use show kitchen allows customers to try out products. A kitchen block
on the upper floor provides a venue for special events with top chefs, also lending to the theatrics. The
space features oak, rough brick walls, and black steel materials to represent the identity of the famous
knife and its red color.
Architect/Design/Creative Installations Blocher Blocher Partners Stuttgart, Germany