Conceived and realised by Munich-based architecture and design office eins:33, the new flagship store of Laurèl, an internationally renowned German premium brand for women’s fashion, opened in Munich in August 2013. Kvadrat textiles, Kvadrat Soft Cells and Philips luminous textile panels have been used throughout the three-story space to reflect the brand’s slogan ‘See, Feel, Love’. The task was to design a new store concept that embodies Laurèl’s luxury ease and creates a real brand experience. The concept will be gradually implemented at further Laurèl stores.
The studio-like sales area is fitted with hard surface concrete flooring, combined with elegant chestnut parquet inlays for the focus areas. In contrast, the intimate service areas have been executed as a soft textile retreat. The curtain textile Dawn was used for the dressing rooms, accompanied by carpet flooring and accentuated soft seating. Visual sophistication is achieved by installing Kvadrat Soft Cells on the walls and placing Philips luminous textile panels in the staircase area, both upholstered with Kvadrat textile Ginger. The dynamic content not only supports the brand’s identity, it also enhances the shopping experience by emphasizing the latest fashion trends. The overall impression creates the atmosphere of an individually designed concept store with a strong idea of curatorship
‘One important criterion was the intriguing interplay between different, if not contradictory materials. As a backdrop to the hard industrial surfaces, we have chosen Kvadrat Soft Cells to create a calming and harmonious atmosphere. Kvadrat Soft Cells offers a flexible system solution with high-quality textiles for optimal acoustic conditions. The additional features of Philips luminous textile panels combine colours, ambient lighting and dynamic content in a unique way,’ Hendrik Müller, Architect and Director at eins:33