As one of the most successful fashion and lifes tyle brands in Europe, s.Oliver caters for all age groups and covers all fashion styles with its broad range of segments including “Casual”, “QS” and “Selection”. plajer & franz studio has been work ing for s.Oliver for over 4 years and is responsible for the complete design and retail planning of all s.Oliver lifestyle environments worldwide. With the launch of the new store concept, plajer & franz studio has once again created an exceptional design with authentic and innovative elements.
Through the room-in-room approach, each one of the collections retains its unique ambience under the roof of the s. Oliver parent brand. The individual design and the use of distinctive materials, some specifically created for the project, underline the uniqueness of each segment. Tin tiles for example that were used in the early 19th century for ceilings in loft spaces in the u.s., are implemented here as wall cladding at the escalators and highlight elements in the casual section. Mixed up with the tiles are pixilated photos of the current s.Oliver image campaign. The segment s.Oliver Casual is characterised by natural and stimulating tactile surfaces, that are combined with a warm colour palette to create a cosy atmosphere . The composition of darker wall colours with lighter ones, smooth and coarse saw cut finishes not only create contrasts but also make a strong statement. The pure and unobtrusive character of the wall system with its light oak panels and verticals lotted posts made of black steel further underlines the impact of the product itself.
Steel, dark colours and an open ceiling define “QS” for the young urban target group. Specifically designed wallpapers with graphic elements and altered wood finish designs show a clear segment that also appeals to the older crowd. „s.Oliver Selection“ constitutes the high-end and elegant business outfit. Metallic finishes are combined with black and white surfaces. The specially designed metallic wallpaper underscores that contrast between precious matte finishes and the luxury of high gloss elements such as the highlight wall made of mirror and black glass. Visual merchandising perfectly complements the retail environment. Through its extreme modularity and flexibility as well as through the integration of wall , floor and ceiling, individual islands are formed within the store creating an opportunity for visual barriers as well as high light presentations.
„s.Oliver Junior“ caters to age groups between 0-14. Design elements from the casual area are used and redefined with new surface finishes. Brick wall cladding, fresh playful elements such as flowers for babies and bright coloured furniture are characteristic of the youngest segment. Throughout the store, the consumer continually discovers new and positively charged worlds and emotions, this creates a strong identification with the brand and even more fun shopping .Location: Germany Architect: plajer & franz studio Client: s.Oliver ber nd freier gmbh & co. kg
Surface area: 1.543 sqm Photos: Ken Schluchtmann Completion: august 2009