The special feature is a circular building complex, which has also been taken up in the store concept. A perfectly staged experience tour, in which umdasch’s store makers emphasized the identity and philosophy of the respective shoe brands both in the store design and through digital tools. True to the claim of legero united: Because it doesn’t matter how you go your way.
For the design concept of the retail space on this scale legero united commissioned umdasch in July 2019. The aim was to stage the individual collections attractively and to make them a digital experience. The handover for the approximately 1,200 m² area was scheduled for the turn of the year 2019/2020. The store makers, known as experienced professionals, not only handled the planning, but also the project management, production and assembly, and implemented the digital tools and added value for the target group.
“To achieve a harmonious material and colour concept, it was particularly important that the basic architectural principles of the new campus – sustainable quality and materials – were reflected in the look and feel of the outlet area. Wood, as a renewable resource, runs like a red thread through the entire building complex, which is why we also took it up in the shop concept of the shoemakers outlet experience world”, explains Bettina Wieser, the responsible shop designer of umdasch The Store Makers. Solid natural oak plays a double role – both on the wall in the form of a lamella structure and in the middle room furniture. The colour white, which as a calming influence lends radiance to the individual CI colours of the different brands, comes into action in combination with oak and exposed concrete surfaces. The naturalness is underlined by green plants, which are used on the floor, from the ceiling and on the shelves.
Zoning in the Loop
The Store Makers from umdasch have put together a varied room programme: For each of the four main brands as well as for the Lloyd area, a suitable look & feel was created in the store design. A clear readability of the different product worlds and brand areas provides orientation in the store and helps the customers to get a quick overview of the assortment and product variety.
In addition, shop-in-shop systems from selected partners such as Puma also find their place in the loop. The New Arrivals are offered as appetizers right from the start. Round advice and service zones (checkouts) dominate the spatial impression. Transparent partition walls separate the respective segments and tryout areas. Various specially created tableaus allow a modular presentation of the collections and the matching accessories such as bags, hats and scarves. But also harmonious merchandising articles and analogue advertising messages find their place on them. In addition, customers can enjoy a coffee from MARTIN AUER to relax and feel good, as well as an indoor playground for the offspring of shoe lovers.
Digital Retail Power byumdasch
legero placed special emphasis on the networking of the digital and real world for the benefit of the customers. For this reason, different technologies that are tailored to the product range have been integrated into the space for a holistic shopping experience, including three touch-enabled price checkers – these allow customers to check prices using EAN code. In addition, the shelves of the shoe models in the middle area are equipped with electronic price tags. legero can thus make product changes in real time. The Lift & Learn technology ensures more interaction with the customer: Simply lift a shoe and further information appears on the screen in the background of the presentation. An RFID tag on the respective model ensures that further inspiration in the form of pictures or videos is available even before the fitting. The ‘artistic video wall’ behind the service counter is also impressive. With its dynamic content and specially created animations, it attracts the attention of customers from afar. Digital signage is more than just a screen – it can also be used to centrally maintain and send precisely tailored advertising messages.
legero Shoemakers xumdasch Store Makers –The customer’scommentary
“At umdasch we felt that we were in the best of hands and cared for during the entire course of the project. The umdasch designers demonstrated a great sense of our vision, the unique architecture of our building and the identity of our brands legero, superfit, Think! and VIOS. The course of the project was professional, perfectly coordinated and ran absolutely smoothly. In particular, the great effort of the project managers in dealing with our concerns and the quick and uncomplicated handling of all inquiries should be mentioned. In the digital area we were well advised and supported. Our ideas and wishes were implemented in a professional and future-oriented manner and future expansions were also already taken into account in the current implementation. We would like to thank you for the thoroughly positive cooperation”, says Christine Weiss, Head of Retail at legero united, about the cooperation with umdasch The Store Makers as a one-stop partner.