With Sybarite’s completion of this large new flagship on prestigious Neur Wall Strasse in Hamburg, Stefanel continues to consolidate its presence in Germany. Spread over two floors and 330 sqm, the shop utilises the new concept developed by Sybarite which debuted in Frankfurt last autumn as part of the company’s programme to revamp all of their 600 plus stores throughout Europe and Asia. This brings the number of Stefanel shops in Germany to 23, all of which will be similarly remodeled over the coming months.
Sybarite’s brief for the new concept was to create a completely new image for Stefanel shops, a strong and recognisable architectural language that would become synonymous with their brand identity. With such ambitious rollout plans, the concept had to offer exceptional value for money, ease of installation and adaptability to widely varying sites. The result is a modular system employing natural shapes, fluid curves and subtle layers of colour and texture, which achieves complete flexibility without sacrificing aesthetics or imagination.
Lending itself to repetition and variation as a method of building composition, the final outcome can grow organically in response to a particular site. Selecting from a wide range of components, the kit can be customised to suit shop locations of any size and budget and can be easily and cost-effectively installed on site in a matter of days. Every surface offers a means of display, which can be as dense or as sparse as necessary. Merchandising can change by season or collection and the system’s modularity easily permits both the addition of extra components and the development of new ones, ensuring the concept can adapt to meet future needs and evolve along with Stefanel.
Location: Neuer Wall Straβe 59, Hamburg, Germany
Project Team: Nicola Hawkins, Simon Mitchell, Torquil McIntosh, Petra Jenning
Client: Stefanel, Italy
General Contractor: IRIDE Srl, Treviso, Italy
Status: Completed September 2010
Photographer: Marco Zanta