Primark’s new flagship store in Madrid stands out through its digital character, which is meant to be a direct response to the electric atmosphere of the Gran Vía. Image: EHI
Retail

Interactive, Individual, Impressive

An international jury of experts commissioned by EHI and Messe Dusseldorf bestowed the most convincing store concepts with the EuroShop Retail Design Award again this year.

The EHI Retail Institute and Messe Dusseldorf bestowed the EuroShop Retail Design Awards for the 10th time on the evening of March 5. The award was presented during EuroShop, the world’s largest retail trade fair. This year, the most convincing store concepts and designs came from Primark in Madrid, Rose Biketown in Bocholt (North Rhine-Westphalia), and Saks Fifth Avenue in Toronto.

The three winners had to prevail against 80 competitors. The entries came from 27 countries. The winners met the selection criteria of the international jury if they had a clear target group and assortment message, a consistent store concept, and a good mix of architecture, materials, lighting, color, and visual merchandising that graphically communicates the store’s history.

Primark, Madrid/Spain

The concept of the fashion discounter Primark’s new flagship store stands out through its digital character, which is meant to be a direct response to the electric atmosphere of the Gran Vía. There, in a prestigious building on Madrid’s main shopping street, the store’s contemporary design extends over five floors with a total of 12,356 sq m of area.

The atrium in the center of the historic building is surrounded by 11 transparent, contiguous LED screens that interact with the store architecture and display customized visual content and special sound effects, thus creating an exceptional 3D experience for customers.

Expressive typography, illustrations, sculptures, and installations by local artists, combined with traditional materials and a color scheme tailored to the individual departments, also attract a lot of attention.

Rose Biketown, Bocholt/Germany

Omnichannel is a top priority for Rose Bikes, a German bicycle and accessory manufacturer and dealer. The online and offline worlds merge on an area of 6,000 sq m via an interactive configuration tool that invites customers to create their own dream bikes or simply browse through the product catalog on a tablet or, with the help of a sales consultant, on an interactive table.

Materials like wood and concrete, markings that suggest a road, and large landscape images give Rose Biketown in Bocholt the right “outdoor” character. Image: EHI bzw. Blocher Partners
Materials like wood and concrete, markings that suggest a road, and large landscape images give Rose Biketown in Bocholt the right “outdoor” character. Image: EHI bzw. Blocher Partners

Various test stations within the store, for example for navigation systems or bike lights, help customers make purchase decisions. Individually configurable bicycles are handed over to customers at the pick-up station, where staff carefully explain the product details to the customers again.

Materials like wood and concrete, markings that suggest a road, and large landscape images give the business the right “outdoor” character. The bicycles, set impressively in scene by an illuminated ceiling construction, are presented on pedestals in the middle of the sales floor.

Saks Fifth Avenue, Toronto/Canada

The luxury department store chain Saks Fifth Avenue’s first flagship store features an impressive overall feel with exclusive artworks and natural materials. The various art installations and hand-processed materials and surfaces are inspired by natural features from Toronto and its surroundings.

Hot and cold, as well as matte and polished, materials alternate and give each department a personalized look tailored to its range.

The store design, featuring corrugated glass shards in the form of icicles, of Saks Fifth Avenue’s third floor in Toronto is reminiscent of the local woodlands. Image: EHI
The store design, featuring corrugated glass shards in the form of icicles, of Saks Fifth Avenue’s third floor in Toronto is reminiscent of the local woodlands. Image: EHI

The store design, featuring stylized trees of metal and corrugated glass shards in the form of icicles on the department store’s third floor, for example, is reminiscent of the local woodlands.

The open, well-lit object emphasizes this exclusive, natural style. Services such as personal shopping consultations complement the range and offer customers additional luxury and comfort.

Follow ACROSS

Download

fb-art 150

Share this article
Sign up for our ACROSS Newsletter. Subscribe to ACROSS Magazine.

Retail MORE

Allowing young talents to completely rethink retail

Union Investment and Sierra Germany launched their latest edition of First Store by Alexa–a campaign by Berlin’s well-known shopping center Alexa. Ralf Schaffuss, Head of Retail Asset Management of owner Union Investment Real Estate, and Jens Horeis, General Manager of Center Management company Sierra Germany, talk about their latest innovation of the competition.

A closer look at Belgian retail parks

Retail parks have been the best performing and most resilient retail format in Belgium prior to and throughout the Covid-19 pandemic, resulting in a slight compression in yields by 25bps since the beginning of the year according to new research by CBRE commissioned by Mitiska REIM.

25 new brands came to the Czech market in 2020

Despite the coronavirus crisis, this is one brand more than 2019, according to a market survey by Cushman & Wakefield.

“There is no Playbook for this Situation”

The most difficult part of business is making decisions during a crisis, explains Walter Seib, CEO of HMSHost International, with regard to the Covid-19 pandemic. He believes that as countries open up and vaccines become available, people will travel and return to airport F&B.

Future Retail at Outletcity Metzingen

The designer outlet in the German state of Baden-Württemberg takes shopping to the next level across all channels. Managing Director René Kamm presents Outlet 3.0.

If you can’t beat them, join them

How rethinking real estate can transform brick and mortar into real dynamic platforms which again play a strong role within the omnichannel life.